Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Designing 'Creative' Advertising: Embedding Advertising 'Success' Attributes and Factors within the Initial Stages of Project Development
AU - Hands, David
PY - 2013/9/1
Y1 - 2013/9/1
N2 - 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.
AB - 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.
U2 - 10.2752/175630613X13660502571868
DO - 10.2752/175630613X13660502571868
M3 - Journal article
VL - 16
SP - 357
EP - 378
JO - The Design Journal
JF - The Design Journal
SN - 1460-6925
IS - 3
ER -