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Designing 'Creative' Advertising: Embedding Advertising 'Success' Attributes and Factors within the Initial Stages of Project Development

Research output: Contribution to journalJournal article

Published

Journal publication date1/09/2013
JournalThe Design Journal
Journal number3
Volume16
Number of pages21
Pages357-378
Original languageEnglish

Abstract

Is creativity and important element in designing a successful advertisement? Advertising 'creativity' is generally viewed from the perspective of the advertising professional. Interestingly, research suggests that the general public define creativity differently to that of advertising professionals. It is generally accepted that advertisements that win creativity awards such as Cannes, D&AD are considered highly creative.