Abstract
An overview and perspective of advertising creativity research is offered in a "3 Ps" (person, place, and process) framework to shape future research agendas. Emerging methodologies and tools are examined to enable a paradigm shift for academic researchers and emerging scholars seeking to stimulate new advertising creativity research initiatives. A discussion of key contributions, a literature review, and a classification table summarize various approaches to creativity. An introduction to research papers appearing in this special issue offers insights for scholars.
| Original language | English |
|---|---|
| Pages (from-to) | 5-19 |
| Number of pages | 15 |
| Journal | Journal of Advertising |
| Volume | 37 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - Dec 2008 |
| Externally published | Yes |