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ERIC Number: EJ1216396
Record Type: Journal
Publication Date: 2017-May
Pages: 7
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1098-0482
Technology in the Idea Generation Process: Voices from the Agency
Blakeman, Robyn; Taylor, Maureen
Journal of Advertising Education, v21 n1 p6-12 May 2017
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 that idea generation is still developed with pen and paper, but that computers are best suited for the final designs, as the ideation process moves to production. The research findings suggest ways forward in advertising pedagogy, especially curricula in the design sequences, as advertising educators teach the next generation of creatives.
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A