Within the evolving landscape of advertising, educators and employers continuously strive to recognize students and potential employees for every competitive advantage. Creativity, a pivotal determinant of campaign effectiveness, has been recognized as the foremost soft skill sought by employers according to LinkedIn. Grounded in trait theory,…

The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual-task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was…

Highly creative advertisements are the end-products of creativity in advertising, and their creation is generally thought to be driven by strategic planning. Thus, 534 Clio-awarded advertisements from the years 2011-2014 were content-analyzed to determine whether implications of two popular planning frameworks, functional matching and the Foote,…

This study examines the depiction of the creative process in AMC's The Pitch. Using textual analysis, three themes emerged: 1) competition is necessary to succeed in advertising; 2) creative ideas come with experience; and 3) the advertising creative process is a hierarchical autocracy. These themes are explained, and, through the lens of…

This study provides insight into the role of technology in the creative process in contemporary advertising education. Many questions guided this Grounded Theory study How are radical changes in the communications industries changing the way we teach and learn creatively? Are students using technology in their creative process? Is technology…

The purpose of this study was to explore how one woman negotiated an educational and professional path that led to leadership within the advertising industry's creative departments, where most of the leadership positions are held by men. This qualitative study was conducted using purposeful sampling, as the single participant represented a truly…

Today's advertising students are digital natives who grew up embracing technology in all facets of their lives. This study reports the results of a survey of 39 advertising creatives and art directors as they described the role that technology plays in the conceptualization process at advertising agencies around the country. The findings suggest…

Data from a national survey of U.S. advertising students compared those who planned to seek creative jobs in advertising with those who desired management positions and "Generalists," who chose both. Male and female students were equally likely to aspire to be Creatives, despite current U.S. agency estimates that men outnumber women by…

Creative fluency is positively correlated with the quantity and quality of talk as well. The fluency gives an indication of the learner's ability to cope with real-time communication. This paper makes a correlative study on nurturing narrative tasks through advertising skills. English advertising exploits from the high adaptability of the English…

Provides seven ideas for creative advertising in school yearbooks. (HOD)

Creative posters in the classroom can inspire students to become engaged and motivated in learning art. Within the classroom, there are many places to put posters so that students can read them (especially when they get bored in the classroom) - on the cabinets, near the chalkboard, on the teacher's desk and any spare space on the wall. There is…

Advertising and public relations are complex practices, and it is challenging for educators to find instructors who can fulfill expertise across disciplines, particularly in creative applications involving technology. Team teaching is one approach to provide multiple proficiencies. This paper describes how two co-taught courses, Design for…

This study investigates whether laypersons can distinguish between creative and non-creative artifacts, identify when creativity emerges, and be aware of the merit to be attributed to those who conceive a creative idea. Study 1 analyzed a creative and a non-creative version of two advertisements. In the creative version, there was an ideational…

This article explores linguistic creativity and innovation in multilingual advertising in Jordan through the use of signs displaying Arabinglish with multiple forms in the Jordanian linguistic landscape (LL). Drawing upon notions of nexus analysis [Scollon, R., & Scollon, S. W. (2004). "Nexus analysis: Discourse and the emerging…

Students in advertising have always been taught about the big four positions of research, media, account management, and creative. However, other positions should be considered as the field evolves. To better understand evolving agency relationships with creative and account service teams, we interviewed 16 advertising professionals about a fifth…