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

Research output: Contribution to Journal/MagazineJournal articlepeer-review

<mark>Journal publication date</mark>1/09/2013
<mark>Journal</mark>The Design Journal
Issue number3
Number of pages21
Pages (from-to)357-378
Publication StatusPublished
<mark>Original language</mark>English


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.