What Is Creative to Whom and Why? Perceptions in Advertising Agencies

The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that current advertising position influences subjective perceptions of what constitutes creative advertising....

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Bibliographic Details
Published in:Journal of advertising research 2003-03, Vol.43 (1), p.96-110
Main Authors: Koslow, Scott, Sasser, Sheila L., Riordan, Edward A.
Format: Article
Language:English
Subjects:
Advertising
Advertising agencies
Creative ability
Creativity
Market strategy
Perceptions
Studies
TWO CRITICAL ISSUES: CREATIVITY AND GENDER
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Summary:The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that current advertising position influences subjective perceptions of what constitutes creative advertising. Creatives tend to perceive advertisements as more appropriate if they are artistic, but account executives tend to perceive advertisements as more appropriate if they are strategic. The study also indicates that creatives have a distinctive preference for a strong originality component to strategy. To be original within the confines of a tight strategy is perceived as the most creative by advertising creatives. Account executives are so focused on strategy, they will often accept artistic advertisements as a substitute for truly original work. The authors consider future research implications of the study and its limitations.
ISSN:0021-8499
1740-1909
DOI:10.1017/S0021849903030113