The Fundamental Templates of Quality Ads: Relevance in Contemporary Digital Advertising

recall in a competitive media environment. While creativity in advertising is often perceived as unpredictable, research suggests that successful advertisements frequently follow identifiable structural patterns known as creativity templates. The framework proposed by Goldenberg, Mazursky, and Solomon identifies six fundamental templates that commonly appear in effective advertising campaigns. The present study examines the relevance of these creativity templates in contemporary digital advertising. Using a qualitative content analysis approach, ten advertisements were selected from YouTube channels of established brands and other available channels analysed according to the six-template framework: pictorial analogy, extreme situation, consequences, competition, interactive experiment, and dimensionality alteration. The findings reveal that Extreme Situation and Consequences templates are the most frequently used creative structures in digital advertisements. Sports brands tend to emphasize exaggerated performance narratives, while household product brands rely more on emotional storytelling and social messaging. The study concludes that despite the transformation of advertising platforms due to digital media, the fundamental structures of creative advertising remain relevant in contemporary digital marketing.