| abstract |
| Background Despite of a general consensus on the important role of creativity in advertising creativity, there is a lack of understanding of its working definition and underlying factors. The paper intends to reexamine advertising creativity concept by reviewing relevant studies and to draw practice and research implications.
Methods This paper is basically an exploratory study based on the literature of various fields with relevant topics of brand equity marketing, psychology and advertising itself.
Result The relationship among advertising creativity, media and brand equity is discussed. The understanding of the elements of advertising creativity and its underlying dynamics are still at large with a little academic agreement on the issues that have been pending for a couple of decades.
Conclusion Research implications are presented in the final chapter. Research endeavor is called on to develop better understanding of the advertising creativity, in both terms of effective on the job education and academic research. |
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| Key Words |
| 광고창의성, 광고디자인, 창의성, Advertising Creativity, Creativity, Advertising Creative |
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