1 / 12

University of Navarra

RESEARCH IN ADVERTISING CREATIVITY IN THE JOURNAL OF ADVERTISING (1972-2006). Jorge del R ío Pérez Jrio@unav.es. University of Navarra.

cate
Download Presentation

University of Navarra

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. RESEARCH IN ADVERTISING CREATIVITY IN THE JOURNAL OF ADVERTISING (1972-2006). Jorge del Río Pérez Jrio@unav.es University of Navarra

  2. KLEBBA, Joanne M. and TIERNEY, Pamela, “Advertising Creativity: A review and Empirical Investigation of External Evaluation, Cognitive Style and Self-Perceptions of Creativity”, Journal of Current Issues and Research in Advertising, Vol. XVII, nº 2, 1995, p. 33. Creativity plays a pivotal role in the advertising process, so much so that it is commonplace to develop agencies around the creative genius of a single person. University of Navarra

  3. WEST, Douglas C., “360 of Creative Risk”, Journal of Advertising Research, Vol. 39, nº 1, January/February 1999, p. 39. A “winning creative idea”, one that stands out from the croad and is memorable, can have enormous impact on sales. Researchers have estimated that a winning creative idea can generate a sales increase of up to five times, controlling for the same budget, product, distribution, and other marketing effords. Winning creative ideas are also important for their afect on the hiring and firing of advertising agencies and in helping agencies win creative awards (…) University of Navarra

  4. REID, Leonard N. and MORIARTY, Sandra E., “Ideation: A Review of Research”, Current Issues and Research in Advertising, nº 1, 1983, pp.119-134 It is enigmatic, therefore, that creativity research has not drawn equivalent attention in the advertising literature. Why? University of Navarra

  5. ? MUMFORD, M. D. and GUSTAFSON, S. B., “Creativity syndrome: Integration, application, and innovation”, Psychological Bulletin, nº 103, 1987, pp. 27-43. It is possible that the research process is encumbered by situation specific definitions of creativity. 1+2+3 VanGUNDY, A. B., “Organizational Creativity and Innovation”. In S.G. Isaken (Ed.), Frontiers of Creativity Research: Beyond the Basis, Bearly Limited, Buffalo, 1987. (…) the unobservable nature of the creative act. (…) the diversity of creative output . HOCEVAR, Dennis and BACHELOR, Patricia A. Bachelor (1989). “Taxonomy and Critique of Measurements Used in the Study of Creativity”, in Handbook of Creativity, Plenum, New York, 1989. University of Navarra

  6. ? KLEBBA, Joanne M. and TIERNEY, Pamela, “Advertising Creativity: A review and Empirical Investigation of External Evaluation, Cognitive Style and Self-Perceptions of Creativity”, Journal of Current Issues and Research in Advertising, Vol. XVII, nº 2, 1995, p. 33. The complex organizational environment that surrounds advertising creativity. 4+5 REID, Leonard N. and MORIARTY, Sandra E., “Ideation: A Review of Research”, Current Issues and Research in Advertising, nº 1, 1983, pp.119-134 (…) many advertising professionals and educators tend to assume that ideas come by magic (or osmosis) and prefer to relegate ideation on the realm of the mysterious. University of Navarra

  7. ZINKHAN, George M., “Creativity in Advertising: Creativity in the Journal of Advertising”, Journal of Advertising, Vol.XXII, nº 3, 1993, pp. 1-3. From the very beginning, Journal of Advertising authors understood and paid homage to the pivotal role that creativity plays in advertising. For example, in the first five years of JA (1972-1976), 10 of the 111 articles published (9.0 %) explicity discussed the topic of creativity in advertising. However, the next 15 years saw only five more article (1.4% of the total) published on creativity. What can explain this sudden drop in interest? University of Navarra

  8. RESEARCH AND RESULTS Of the 920 articles published in the Journal of Advertising over the course of 35 years, only 1.41% focused on advertising creativity. University of Navarra

  9. Evolution of Articles on Creativity in Journal of Advertising University of Navarra

  10. Scientific Production on Advertising Vs. Production on Creativity University of Navarra

  11. # The conclusion to be drawn is obvious: advertising creativity, despite its importance in education and the profession, has never been an issue of priority interest in research on advertising CONCLUSIONS 1+2 The material presented here leads to the conclusion that there is much to be done within this field of study, because, as Zinkhan stated in the introduction above, and as has been shown, the study of advertising creativity has not provoked sufficient research interest. University of Navarra

  12. Thankyou very much University of Navarra

More Related