Top-level agency creatives look at advertising creativity then and now

    Authors

    L. N. Reid; K. W. King;D. E. DeLorme

    Comments

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    Abbreviated Journal Title

    J. Advert.

    Keywords

    COMMERCIALS; Business; Communication

    Abstract

    Influential writings suggest that today's advertising is not as creative as it used to be. To explore this suggestion, the authors asked top-level agency creatives whether they believe creativity has improved, declined, or remained unchanged since they entered the advertising business. Respondents' opinions then were grouped and compared by agreement/disagreement ratings on a series of statements associated with factors previously identified as responsible for advertising's presumed creative decline. From the perspective of the top-level agency creatives, creativity in today's advertising has not declined-in fact, the overwhelming majority view is that advertising is now more creative than it was when they entered the business, or at least as good. In their eyes, certain aspects of advertising creativity have changed, though not always in the direction. predicted in previous writings. With one exception, agency creatives' opinions about advertising creativity then and now were unvarying, regardless of respondent age, years of advertising experience, or agency position/title.

    Journal Title

    Journal of Advertising

    Volume

    27

    Issue/Number

    2

    Publication Date

    1-1-1998

    Document Type

    Article

    Language

    English

    First Page

    1

    Last Page

    16

    WOS Identifier

    WOS:000076660900001

    ISSN

    0091-3367

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