Desperately Seeking Advertising Creativity: Engaging an Imaginative "3Ps" Research Agenda

Sheila L. Sasser · Scott Koslow

179 citations0/0 files storedJournal of Advertising

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Creativity in Education and Neuroscience Marketing and Advertising Strategies Advertising and Communication Studies

Abstract

An overview and perspective of advertising creativity research is offered in a "3 Ps" (person, place, and process) framework to shape future research agendas. Emerging methodologies and tools are examined to enable a paradigm shift for academic researchers and emerging scholars seeking to stimulate new advertising creativity research initiatives. A discussion of key contributions, a literature review, and a classification table summarize various approaches to creativity. An introduction to research papers appearing in this special issue offers insights for scholars.

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References

1963The Structure of Scientific Revolutions 2009Creativity in context 1998The Concept of Creativity: Prospects and Paradigms 1981Creativity, Intelligence, and Personality 1998Implications of a Systems Perspective for the Study of Creativity 2002Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory 2005Designing the Solution: The Impact of Constraints on Consumers’ Creativity 1988Advertising Repetition: A Critical Review of Wearin and Wearout

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