The Scientific Dissemination of Creativity in Advertising from 1965 to 2012

被引：0

作者：

del Rio Perez, Jorge ^{[1
]}

Medina Aguerrebere, Pablo ^{[2
]}

机构：

[1] Univ Navarra, Fac Commun, Navarra, Spain

[2] Univ Int Catalogne, Fac Commun, Catalonia, Spain

来源：

CANADIAN JOURNAL OF INFORMATION AND LIBRARY SCIENCE-REVUE CANADIENNE DES SCIENCES DE L INFORMATION ET DE BIBLIOTHECONOMIE | 2014年 / 38卷 / 01期

关键词：

communication; advertising; creativity; scientific dissemination;

D O I：

10.1353/ils.2014.0001

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

Creativity is a fundamental issue in the advertising process. It helps brands communicate effectively with their targets. However, the scientific community has little interest in this field, which has resulted in a scientific vacuum about creativity in advertising. This paper analyzes all articles published between 1965 and 2012 by the best scientific journals specializing in advertising: Journal of Advertising, Journal of Advertising Research, Journal of Current Issues & Research in Advertising and International Journal of Advertising. The paper's conclusion is that 1.19% of 4,261 articles reviewed deal with creativity in advertising.

引用

页码：53 / 63

页数：11

共 42 条

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