Future directions for advertising creativity research

Douglas West, Scott Koslow, Mark Kilgour

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Based on a review of the literature, this article presents a framework for understanding advertising creativity and asks the question “What future direction should advertising creativity research take?” We divide creativity research into work focused on creative development (CD) and creative effectiveness (CE). In each stream, we provide an overview of the key areas of research interest and identify future research directions. The study argues that research should continue to explore how individual, group, and organizational structural elements influence creative development, as well as the effect of new media. Additional work is also needed to better understand the evaluation processes given the difficulty in judging creative advertisements, as well as a better understanding of expression issues. This study also calls for additional work dealing with the specific challenges facing each stream and a better integration of the two.

LanguageEnglish
Pages102-114
Number of pages13
JournalJournal of Advertising
Volume48
Issue number1
Early online date3 Apr 2019
DOIs
Publication statusPublished - 2019

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creativity
Marketing
research interest
new media
evaluation
Creativity
Future directions
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literature
Research directions
New media
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Evaluation

Cite this

West, Douglas ; Koslow, Scott ; Kilgour, Mark. / Future directions for advertising creativity research. In: Journal of Advertising. 2019 ; Vol. 48, No. 1. pp. 102-114.
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Future directions for advertising creativity research. / West, Douglas; Koslow, Scott; Kilgour, Mark.

In: Journal of Advertising, Vol. 48, No. 1, 2019, p. 102-114.

Research output: Contribution to journalArticleResearchpeer-review

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