Methodologies used in advertising creativity research (1965-2007)

Communication & Society

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Title Methodologies used in advertising creativity research (1965-2007)
Las metodologías utilizadas en las investigaciones de creatividad publicitaria (1965-2007)
 
Creator David Roca
Marta Mensa
 
Description This research studies the creativity articles published in the advertising Anglo-Saxon journals during the period 1965-2007. In fact, we examine 36 articles with content analysis method because we would like to determinate how creativity is important for academic advertising. For that reason, our aim is to know scientific methodologies used in advertising creativity researches. The results expose that empiric articles are more relevant than theoretical articles, and quantitative methodology is the most used. Furthermore, we find more number of creativity articles during the 1970 and 1989.
Esta investigación estudia los artículos sobre creatividad publicados en los journals anglosajones sobre publicidad durante el período 1965-2007. Se examinan 36 artículos utilizando el análisis de contenido para diagnosticar la contribución de la creatividad al campo de la publicidad. El objetivo es conocer las metodologías científicas utilizadas en la investigación sobre creatividad publicitaria. El estudio propone una división de metodologías. Los hallazgos revelan que predominan los artículos empíricos sobre los teoréticos y que la metodología más utilizada es la cuantitativa. Además se observa que el período con mayor investigación sobre creatividad publicitaria es 1970-89.
 
Publisher Servicio de Publicaciones de la Universidad de Navarra
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://revistas.unav.edu/index.php/communication-and-society/article/view/36265
 
Source Communication & Society; Vol 22 No 2 (2009); 7-34
Communication & Society; Vol 22 No 2 (2009); 7-34
2386-7876
 
Language spa
 
Relation https://revistas.unav.edu/index.php/communication-and-society/article/view/36265/30717
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