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ERIC Number: EJ1216397
Record Type: Journal
Publication Date: 2017-May
Pages: 13
Abstractor: As Provided
ISSN: ISSN-1098-0482
Teaching Creativity: Experimental Evidence of Three Strategies for Teaching Industry Standards for Creative Excellence
Windels, Kasey; Stuhlfaut, Mark Wilson
Journal of Advertising Education, v21 n1 p13-25 May 2017
Creativity is a system of relationships between individual creators, culture and a field of gatekeepers who select and validate ideas. Within the cultural community of advertising, practitioners operate using informal and implicit rules, called creative codes, about what represents creative excellence as expressed through outputs, shared norms, language and awards. Students of advertising could benefit by recognizing and internalizing broader industry standards of creative excellence to build better portfolios, to be better prepared for interviews and to be more effective in their first jobs. This study evaluated three different communication techniques that educators can use to teach students about creative standards: explicitly communicating creative values, showcasing top campaigns, and comparing and contrasting advertising that has and has not won creative awards. The findings support the importance of these tools for educators.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A