ADVERTISING INNOVATION AMID SYSTEMIC DISRUPTION

The article examines how advertising adapts its creative strategies in response to prolonged geopolitical disruption. Examining 50 audiovisual campaigns from Ukraine and selected European countries (2014–2025), the study applies critical discourse analysis, visual semiotics, and archetypal-narrative analysis to trace symbolic and emotional transformations. Unlike existing works focused on short-term crises, this research shows how creativity becomes a long-term infrastructure for cultural expression, national mobilisation, and adaptive brand positioning. A seven-dimensional framework for decoding strategic creativity under communicative duress is proposed.