ERIC Number: EJ1216427
Record Type: Journal
Publication Date: 2015-Nov
Pages: 12
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1098-0482
EISSN: N/A
As Seen on TV: How "The Pitch" Depicts the Advertising Creative Process
Schauster, Erin; Ferrucci, Patrick; Sharkey, Kristen
Journal of Advertising Education, v19 n2 p18-29 Nov 2015
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 cultivation theory, researchers discuss how this depiction of the creative process could positively and negatively impact students of advertising when used as a resource in undergraduate advertising curricula.
Descriptors: Advertising, Television, Competition, Creativity, Undergraduate Study, Popular Culture, Leadership
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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