Journal of Advertising articles from December 2008

Journal of Advertising archives from December 2008

Desperately seeking advertising creativity: engaging an imaginative "3Ps" research agenda.
December 22, 2008... In the words of Albert Einstein, "Imagination is everything, it is the preview of life's coming attractions." Lacking imagination, it would be impossible to envision the future, to explore ideas, or to engage creativity to push the edge of the...

When deep structures surface: design structures that can repeatedly surprise.
December 22, 2008... When consumers are exposed to a series of advertisements with related themes, their assessment of ad originality is expected to diminish gradually as the repetition leads to boredom and tedium. Given such an expected reaction, evidence that 89%...

Practitioner and customer views of advertising creativity: same concept, different meaning?
December 22, 2008... Creativity is highly prized for its ability to gain attention and to impart information in an entertaining or challenging way. In the advertising business, it may affect agencies' gains or losses of clients and the careers of creatives (Reid...

The impact of advertising creativity on the hierarchy of effects.
December 22, 2008... Creativity in advertising has become a major research topic after many years of disinterest and neglect (Zinkhan 1993). While advertising textbooks, trade papers, and practitioners have long understood the importance of ad creativity in a...

Getting a line on print ads: pleasure and arousal reactions reveal an implicit advertising mechanism.
December 22, 2008... Advertisement literature has paid much attention to the role of creativity in advertising (Koslow, Sasser, and Riordan 2003; Smith et al. 2007). This literature is strongly cognitive in nature, referring to divergence, relevance, attention,...

Creativity via cartoon spokespeople in print ads: capitalizing on the distinctiveness effect.
December 22, 2008... When an advertisement is successful, viewers notice, recall, and, it is hoped, consider the ad's message. Advertisers employ many tactics and techniques to increase consumer advertising interest in their ads, including the use of creative...

Creativity and memory effects: recall, recognition, and an exploration of nontraditional media.
December 22, 2008... Over the past two decades, advertising researchers investigating creativity have been searching for paradigms to guide research (see Sasser and Koslow 2008). To date, the main approach has been information processing. Using this model, past...

From performance to mastery: developmental models of the creative process.
December 22, 2008... A retrospective analysis of the research dealing with the creative process as it operates within the domain of advertising makes one thing very clear: Much remains to be done. A handful of studies conducted during the past decade or so deal...

The effect of agency creativity on campaign outcomes: the moderating role of market conditions.
December 22, 2008... Creativity lies at the core of the advertising profession (Reid, King, and DeLorme 1998; Smith and Yang 2004; Vanden Bergh, Smith, and Wicks 1986; Zinkhan 1993). Creative advertising can provide a competitive edge for a brand, add to its value,...

Finding the keys to creativity in ad agencies: using climate, dispersion, and size to examine award performance.
December 22, 2008... Creativity research in advertising is at a revolutionary stage and frameworks are needed to better understand why some advertising campaigns are more creative than others (Sasser and Koslow 2006). One strategy is to look to other...

Envisioning the future of advertising creativity research: alternative perspectives.
December 22, 2008... WILDFIRE 2008: CREATIVITY WITH A HUMAN TOUCH Thomas Bernardin and Paul Kemp-Robertson For the past three years, Leo Burnett Worldwide has partnered with Contagious Magazine, a global authority in identifying the ideas, trends, and...