{"title":"数字环境如何影响广告创意?","authors":"Petra Goor, Gayle Kerr, Hyun Seung Jin","doi":"10.2501/jar-2022-010","DOIUrl":null,"url":null,"abstract":"This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product. Using a Delphi method, a think tank of leading creative experts worldwide sought consensus on how the digital environment has affected advertising creativity. The panel agreed that the digital environment has both empowered creative people, with new technology and possibilities, and constrained them, with less time and money and increased responsibilities. Creative leaders believe that big data still need a “big idea” and voiced their commitment to make data relevant by giving it a surprising context and human voice.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"118 - 130"},"PeriodicalIF":2.1000,"publicationDate":"2022-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"How Has the Digital Environment Affected Advertising Creativity?\",\"authors\":\"Petra Goor, Gayle Kerr, Hyun Seung Jin\",\"doi\":\"10.2501/jar-2022-010\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product. Using a Delphi method, a think tank of leading creative experts worldwide sought consensus on how the digital environment has affected advertising creativity. The panel agreed that the digital environment has both empowered creative people, with new technology and possibilities, and constrained them, with less time and money and increased responsibilities. Creative leaders believe that big data still need a “big idea” and voiced their commitment to make data relevant by giving it a surprising context and human voice.\",\"PeriodicalId\":51400,\"journal\":{\"name\":\"Journal of Advertising Research\",\"volume\":\"62 1\",\"pages\":\"118 - 130\"},\"PeriodicalIF\":2.1000,\"publicationDate\":\"2022-05-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Advertising Research\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.2501/jar-2022-010\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.2501/jar-2022-010","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
How Has the Digital Environment Affected Advertising Creativity?
This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product. Using a Delphi method, a think tank of leading creative experts worldwide sought consensus on how the digital environment has affected advertising creativity. The panel agreed that the digital environment has both empowered creative people, with new technology and possibilities, and constrained them, with less time and money and increased responsibilities. Creative leaders believe that big data still need a “big idea” and voiced their commitment to make data relevant by giving it a surprising context and human voice.
期刊介绍:
The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.