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Less is More or Less is A Bore?

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Advances in Advertising Research IX

Part of the book series: European Advertising Academy ((EAA))

Abstract

Minimalism is defined in architecture and arts as an innovative and sophisticated design style that aims to activate its recipients to willingly involve and find the real essence, the unique or multiple meanings of an incomplete stimulus (Abadi-Nagy, 2001; Courbet et al., 2013). According to the interdisciplinary nature of minimalism, a minimal, print advertisement is reported to consist of, at least, a dominant, extended, monochrome white space, mainly in shades of gray (Margariti et al., 2017) that enhances the independency of unique interpretations in contemporary eras. However, minimalism is not the only advertising design that satisfies post-modern demands for heteroglossia and polysemy (Firat et al., 1993; Firat et al., 1994; O’ Donohoe, 1998).

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Author information

Authors and Affiliations

  1. Department of Economics, Aristotle University of Thessaloniki, Thessaloniki, Greece

    Kostoula Margariti & Christina Boutsouki

  2. Department of Business Administration, University of Macedonia, Thessaloniki, Greece

    Leonidas Hatzithomas

Authors
  1. Kostoula Margariti
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  2. Christina Boutsouki
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  3. Leonidas Hatzithomas
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Correspondence to Kostoula Margariti .

Editor information

Editors and Affiliations

  1. Communication Sciences, Ghent University, Gent, Belgium

    Verolien Cauberghe

  2. Communication Science, Ghent University, Gent, Belgium

    Liselot Hudders

  3. Faculty of Business Administration and E, European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Margariti, K., Boutsouki, C., Hatzithomas, L. (2018). Less is More or Less is A Bore?. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_10

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