The Resource Reexamining advertising creativity : a qualitative examination of copywriters' perceptions of creativity in advertising, by Benjamin Owens

Reexamining advertising creativity : a qualitative examination of copywriters' perceptions of creativity in advertising, by Benjamin Owens

Label
Reexamining advertising creativity : a qualitative examination of copywriters' perceptions of creativity in advertising
Title
Reexamining advertising creativity
Title remainder
a qualitative examination of copywriters' perceptions of creativity in advertising
Statement of responsibility
by Benjamin Owens
Creator
Contributor
Author
Thesis advisor
Subject
Genre
Language
eng
Summary
Creativity is an intangible concept that is in a perceived constant state of change, a state that necessitates the occasional reexamination of previous findings in an effort to further understand the roles and perceptions held by advertising practitioners. This qualitative study offers insights and expands on previous quantitative studies of agency creatives' views on advertising creativity (Reid, King, & DeLorme, 1998). Through ten semi-structured interviews of senior agency copywriters, the author compared past and present perceptions of creativity in advertising. The study's findings help to clarify what factors into such perceptions and what impact technological advancements have had upon said perceived levels of creativity. The study found that copywriters do not unanimously agree that creativity has increased, though a majority believes it has remained constant or slightly increased. Copywriters do perceive creativity to have changed since they entered the profession, and they assert that changes in approach, business models, and technological advancements are the primary factors contributing to change. This study provides practical and theoretical value by contributing to role-based models of advertising and by informing current copywriters of the opinions of their peers
Cataloging source
MUU
http://library.link/vocab/creatorName
Owens, Benjamin
Degree
M.A.
Dissertation note
Thesis
Dissertation year
2014.
Government publication
government publication of a state province territory dependency etc
Granting institution
University of Missouri--Columbia
Index
no index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
  • theses
http://library.link/vocab/relatedWorkOrContributorName
Duffy, Margaret
http://library.link/vocab/subjectName
  • .Creative ability in business
  • Advertising
  • Advertising copy
Label
Reexamining advertising creativity : a qualitative examination of copywriters' perceptions of creativity in advertising, by Benjamin Owens
Instantiates
Publication
Note
Dr. Margaret Duffy, Thesis Supervisor
Bibliography note
Includes bibliographical references (pages 50-52)
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Control code
987302108
Extent
1 online resource (v, 57 pages)
Form of item
online
Media category
computer
Media MARC source
rdamedia
Media type code
c
Specific material designation
remote
System control number
(OCoLC)987302108
Label
Reexamining advertising creativity : a qualitative examination of copywriters' perceptions of creativity in advertising, by Benjamin Owens
Publication
Note
Dr. Margaret Duffy, Thesis Supervisor
Bibliography note
Includes bibliographical references (pages 50-52)
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Control code
987302108
Extent
1 online resource (v, 57 pages)
Form of item
online
Media category
computer
Media MARC source
rdamedia
Media type code
c
Specific material designation
remote
System control number
(OCoLC)987302108

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