In the beginning was the word: establishing the foundations for creativity research in rhetoric theory

Alexander Tevi; Scott Koslow

doi:10.1007/978-3-658-18731-6_12

In the beginning was the word: establishing the foundations for creativity research in rhetoric theory

Alexander Tevi, Scott Koslow

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

Contemporary advertising scholars and practitioners have developed frame-works and tools for praxis. Some of these frameworks and tools explore the whole creative development process: Brainstorming (Osborn, 1963); Synectics (Gordon, 1961); Improvisation (Lemon, 2005); Reframing ((Bandler and Grinder, 1981); Extended Effort (Basadur and Thompson, 1986; Wallas, 1926), while others concentrate on only a stage in the process - idea generation: Lateral Thinking (De Bono, 1968); Janusian Concept (Blasko and Mokwa, 1986); Metaphors and Analogies (Stuhlfaut and Vanden Bergh, 2012); Resonance (McQuarrie and Mick, 1992); Creative Templates (Goldenberg et al, 1999).

Original language	English
Title of host publication	Advances in Advertising Research VIII
Subtitle of host publication	Challenges in an Age of Dis-Engagement
Editors	Vesna Zabkar, Martin Eisend
Place of Publication	Wiesbaden, Germany
Publisher	Springer, Springer Nature
Pages	155-167
Number of pages	13
ISBN (Electronic)	9783658187316
ISBN (Print)	9783658187309
DOIs	https://doi.org/10.1007/978-3-658-18731-6_12
Publication status	Published - 2017

Publication series

Name	European Advertising Academy

Keywords

marketing
posit
metaphor
stomp

Access to Document

10.1007/978-3-658-18731-6_12

Cite this

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title = "In the beginning was the word: establishing the foundations for creativity research in rhetoric theory",

abstract = "Contemporary advertising scholars and practitioners have developed frame-works and tools for praxis. Some of these frameworks and tools explore the whole creative development process: Brainstorming (Osborn, 1963); Synectics (Gordon, 1961); Improvisation (Lemon, 2005); Reframing ((Bandler and Grinder, 1981); Extended Effort (Basadur and Thompson, 1986; Wallas, 1926), while others concentrate on only a stage in the process - idea generation: Lateral Thinking (De Bono, 1968); Janusian Concept (Blasko and Mokwa, 1986); Metaphors and Analogies (Stuhlfaut and Vanden Bergh, 2012); Resonance (McQuarrie and Mick, 1992); Creative Templates (Goldenberg et al, 1999).",

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Tevi, A & Koslow, S 2017, In the beginning was the word: establishing the foundations for creativity research in rhetoric theory. in V Zabkar & M Eisend (eds), Advances in Advertising Research VIII: Challenges in an Age of Dis-Engagement. European Advertising Academy, Springer, Springer Nature, Wiesbaden, Germany, pp. 155-167. https://doi.org/10.1007/978-3-658-18731-6_12

In the beginning was the word: establishing the foundations for creativity research in rhetoric theory. / Tevi, Alexander; Koslow, Scott.
Advances in Advertising Research VIII: Challenges in an Age of Dis-Engagement. ed. / Vesna Zabkar; Martin Eisend. Wiesbaden, Germany: Springer, Springer Nature, 2017. p. 155-167 (European Advertising Academy).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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AB - Contemporary advertising scholars and practitioners have developed frame-works and tools for praxis. Some of these frameworks and tools explore the whole creative development process: Brainstorming (Osborn, 1963); Synectics (Gordon, 1961); Improvisation (Lemon, 2005); Reframing ((Bandler and Grinder, 1981); Extended Effort (Basadur and Thompson, 1986; Wallas, 1926), while others concentrate on only a stage in the process - idea generation: Lateral Thinking (De Bono, 1968); Janusian Concept (Blasko and Mokwa, 1986); Metaphors and Analogies (Stuhlfaut and Vanden Bergh, 2012); Resonance (McQuarrie and Mick, 1992); Creative Templates (Goldenberg et al, 1999).

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KW - posit

KW - metaphor

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A2 - Eisend, Martin

PB - Springer, Springer Nature

CY - Wiesbaden, Germany

ER -

In the beginning was the word: establishing the foundations for creativity research in rhetoric theory

Abstract

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Keywords

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