In the beginning was the word

establishing the foundations for creativity research in rhetoric theory

Alexander Tevi, Scott Koslow

Research output: Chapter in Book/Report/Conference proceedingChapter


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 languageEnglish
Title of host publicationAdvances in Advertising Research VIII
Subtitle of host publicationChallenges in an Age of Dis-Engagement
EditorsVesna Zabkar, Martin Eisend
Place of PublicationWiesbaden, Germany
PublisherSpringer, Springer Nature
Number of pages13
ISBN (Electronic)9783658187316
ISBN (Print)9783658187309
Publication statusPublished - 2017

Publication series

NameEuropean Advertising Academy


  • marketing
  • posit
  • metaphor
  • stomp

Fingerprint Dive into the research topics of 'In the beginning was the word: establishing the foundations for creativity research in rhetoric theory'. Together they form a unique fingerprint.

Cite this