Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes - HEC Paris - École des hautes études commerciales de Paris Accéder directement au contenu
Article Dans Une Revue Empirical Studies of the Arts Année : 2008

Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes

Résumé

An interpretive analysis of qualitative interviews with 33 creators of advertising banners for the Internet, combined with retrospective protocols on the creation process, reveals that they hold implicit theories about the potential impact of their work on different audiences. These audiences intervene in the form of intraindividual imaginary dialogue partners who, throughout the creative process, give their reactions to the message being created. Creation and evaluation are therefore intertwined and not, as the literature on creativity has suggested, two sequential steps of the creative process.

Domaines

Dates et versions

hal-00457548 , version 1 (17-02-2010)

Identifiants

Citer

Marc Vanhuele, Marie-Pierre Fourquet-Courbet, Didier Courbet. Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes. Empirical Studies of the Arts, 2008, Vol.26, n°1, pp.5-13. ⟨10.2190/EM.26.1.b⟩. ⟨hal-00457548⟩
136 Consultations
0 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More