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In this paper I develop an understanding about how design in printed advertisements
creates the personality of the brand. The research is based on the importance of
advertising design in communicating the brand and its personality to the target
market and to the understanding of the creative strategy that is used in
advertisements, which help to communicate the brand effectively.
The research includes information from interviews, questionnaires and focus groups
which was provided by consumers and advertising agencies. The objectives of the
dissertation are to understand consumer’s opinions about brands and
advertisements, to understand how advertising agencies work, what their beliefs are
and what the relationship with their clients is and finally to choose, describe and
review several brands and their personalities in comparison with their
advertisements. Since brands tell a story within advertisements, the discussion on
this paper is based on how design in print......

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Approximate Word Count: 377
Approximate Pages: 2 (250 words per double-spaced page)

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