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| Author: | Stuhlfaut, M.W. |
| Title: | The creative code: an organisational influence on the creative process in advertising |
| Journal: | International Journal of Advertising
2011 : VOL. 30:2, p. 283-304 |
| Index terms: | advertising creativity advertising agencies USA theories |
| Language: | eng |
| Abstract: | A study deals with the phenomenon, called the creative code (henceforth as: c-c.), which is a collection of implicit theories on an advertising agency's creative product held by people within a creative department. Organization-culture theory is used as a foundation. Based on personal interviews of creative personnel at a U.S. Mid-Western advertising agency, there is found evidence for a c-c. with its components. It is implied that a c-c. ought to be seen as an independent or dependent research variable about advertising creativity etc. |
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