VIRTUAL VS REAL: A COMPARATIVE STUDY ON CGI ADS AND GUERRILLA ADS

This qualitative research delves into the ever-changing interactions between artificial intelligence (AI) and digitalization in the advertising industry. Rapid improvements in digital technologies have transformed the nature of designing advertisements presenting AI as a major revolution in the advertising industry. AI allows companies to analyze big data to reveal customers’ demographic attributes to design customized ads to meet customers’ expectations. Such attempts are known as data colonialism, yet the use of CGI ads (computer-generated imagery) proved more effective than non-digital ads. This qualitative research aims to discover the intergenerational perceptions of the effectiveness and emotional impact of The North Face’s CGI ads on consumers compared to its guerrilla ads. Two CGI and two guerrilla ads have been selected and analyzed through content analysis. To enrich and reinforce findings, a focus group research has been conducted. Consumers' reactions toward the chosen advertisements were examined based on cognitive and affective models of advertising. Findings confirmed that CGI ads were more effective, compelling and understandable. Y and Z-generations also claimed that CGI ads enhanced consumer engagement with products, encouraged them to share their emotions on social media, and tailored their perceptions positively towards the products staying longer in customers’ minds.