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- W1567192458 abstract "A new, invigorated stream of research into creativity in experimentation, interpretation, and innovation for international advertising is underway. In order to examine international advertising creativity and determine research agendas, it is important to assess past research studies by people behind these movements. This chapter serves as an organizing template to help guide scholars, students, and practitioners as new research in these areas is conducted and refined. It presents some of the seminal works that have shaped creativity in advertising and highlights contemporary scholars as they rise to the challenge of researching the ever-changing field of advertising creativity. Foundational scholars in advertising creativity began exploring research in the 1960s. Many recent authors have attempted to build upon the universal international creative legacy while probing new areas, which often incorporate interdisciplinary streams of creativity research." @default.
- W1567192458 created "2016-06-24" @default.
- W1567192458 creator A5015081905 @default.
- W1567192458 date "2014-01-24" @default.
- W1567192458 modified "2023-10-18" @default.
- W1567192458 title "International Advertising Creativity" @default.
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- W1567192458 doi "https://doi.org/10.1002/9781118378465.ch11" @default.
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