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Perez

VIEWS: 9 PAGES: 12

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




                          University of Navarra
KLEBBA, Joanne M. and TIERNEY, Pamela,
“Advertising Creativity: A review and Empirical   Creativity plays a pivotal role in
                                                  the advertising process, so
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.
                                                  much so that it is commonplace
                                                  to develop agencies around the
                                                  creative genius of a single
                                                  person.




                                                                               University of Navarra
WEST, Douglas C., “360 of Creative Risk”,
Journal of Advertising Research, Vol. 39, nº 1,   A “winning creative idea”, one
                                                  that stands out from the croad
January/February 1999, p. 39.



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



                                                                             Why?




                                                                                University of Navarra
        MUMFORD, M. D. and GUSTAFSON, S.
        B., “Creativity syndrome: Integration,       It is possible that
        application, and innovation”,
        Psychological Bulletin, nº 103, 1987, pp.    the research
                                                     process is
        27-43.



                                                     encumbered by
                                                     situation specific
                                                     definitions of
1+2+3                                                creativity.

          VanGUNDY, A. B., “Organizational
          Creativity and Innovation”. In S.G.        (…) the
          Isaken (Ed.), Frontiers of Creativity
          Research: Beyond the Basis, Bearly         unobservable
                                                     nature of the
          Limited, Buffalo, 1987.



                                                     creative act.

            HOCEVAR, Dennis and BACHELOR,
            Patricia A. Bachelor (1989). “Taxonomy    (…) the diversity of
            and Critique of Measurements Used in
            the Study of Creativity”, in Handbook
            of Creativity, Plenum, New York, 1989.
                                                      creative output .


                                                                     University of Navarra
      KLEBBA, Joanne M. and TIERNEY,
      Pamela, “Advertising Creativity: A          The complex
      review and Empirical Investigation of
      External Evaluation, Cognitive Style        organizational
                                                  environment that
      and Self-Perceptions of Creativity”,
      Journal of Current Issues and Research
      in Advertising, Vol. XVII, nº 2, 1995, p.
      33.
                                                  surrounds
                                                  advertising
                                                  creativity.
4+5
        REID, Leonard N. and MORIARTY,
        Sandra E., “Ideation: A Review of         (…) many
        Research”, Current Issues and
        Research in Advertising, nº 1, 1983,      advertising
                                                  professionals and
        pp.119-134



                                                  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
ZINKHAN, George M., “Creativity in Advertising:
Creativity in the Journal of Advertising”, Journal   From the very beginning,
                                                     Journal of Advertising authors
of Advertising, Vol.XXII, nº 3, 1993, pp. 1-3.



                                                     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
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
Evolution of Articles on Creativity in Journal of Advertising




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




                                                                    University of Navarra
              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
CONCLUSIONS

   1+2
              advertising

              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
Thankyou
very
much




           University of Navarra

								
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