search query: @author Johar, G.V. / total: 2
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| Author: | Johar, G.V. Holbrook, M.B. Stern, B.B. |
| Title: | The role of myth in creative advertising design: theory, process and outcome |
| Journal: | Journal of Advertising
2001 : SUMMER, VOL. 30:2, p. 1-25 |
| Index terms: | CREATIVITY |
| Freeterms: | ADVERTISING DESIGN MYTH |
| Language: | eng |
| Abstract: | In an empirical study using five real-world creative teams from an advertising agency, participants were given a strategic brief for a new beverage product and asked to design the layout for a print ad. Four of the teams chose to pursue a single mythic structure to the apparent detriment of their final product. Only one team engaged in fully diversified idea generation involving a wide range of alternative scenarios. Not coincidentally, as a tentative conclusion, this more flexible team produced the ad judged most successful by advertising professionals. |
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