La creatividad publicitaria en la literatura científicauna revisión

  1. Río Pérez, Jorge del
Revista:
Comunicación y sociedad = Communication & Society

ISSN: 0214-0039

Año de publicación: 2006

Volumen: 19

Número: 1

Páginas: 9-46

Tipo: Artículo

DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Comunicación y sociedad = Communication & Society

Resumen

Este artículo pone de relevancia el escaso interés que despierta la creatividad publicitaria dentro del campo académico. Se define algunas de las principales causas del abandono científico y analiza los principales autores y estudios que han afrontado la investigación de este fenómeno. Se pretende relanzar el futuro interés por el estudio de la creatividad publicitaria abordándolo desde una perspectiva multidisciplinar y práctica.

Referencias bibliográficas

  • AMABILE, T.M., Creativity in context: Update to The Social Psychology of Creativity, Boulder, Westview, 1996.
  • ALBRIGHT, Jim, Creating the Advertising Message, Mayfield, California, 1992.
  • ARIETI, Silvano, Creativity. The magic synthesis, Basic Books, New York, 1976.
  • AUER, Emma, “Creative advertising Students: How Different?”, Journal of Advertising, vol. V, nº 3, 1976, pp. 5-10.
  • BENGTSON, Timothy A., “Creativity’s Paradoxical Character: A Postscript to James Webb Young’s Tecnique for Producing Ideas”, Journal of Advertising, vol. XI, nº 2, 1982, pp. 3-9.
  • BLAIR, M.H., “An Empirical Investigation of Advertising Wearing and Wearout”, Journal of Advertising Research, vol. XXVIII, nº 6, November/December 1998, pp. 45-50.
  • BLASKO, Vicent J. y MOKWA, Michael P., “Creativity in Advertising: A Janusian Perspective”, Journal of Advertising, vol. XV, December 1986, pp. 43-50.
  • BLASKO, Vicent J. y MOKWA, Michael P., “Creativity in Advertising: A Janusian Perspective”, Journal of Advertising, vol. XV, December 1986, p. 47.
  • BLASKO, Vicent J. y MOKWA, Michael P., “Paradox, Advertising and the Creative Process”, Current Issues and Research in Advertising, vol. XI, 1988, pp. 351-366.
  • BLY, Robert W., The Copywriter’s Handbook: Astep-by-step guide to writing copy that sells, Holt, New York, 1990.
  • BOOK, Albert C., The Radio and Television Comercial, NTC Business Books, Lincolnwood, 1992.
  • BOOK, Albert C., Fundamentals of Copy & Layout, NTC Business Books, Lincolnwood, 1997.
  • BUZZELL, R.D, “Predicting Short-Term Changes in Market Shares as a Function of Advertising Strategy”, Journal of Marketing Research, vol. I, nº 3, 1964, pp. 27-31.
  • CAPON, Noel y SCAMMON, Debra, “Advertising Agency Decisions: An Analytic Treatment”, Current Issues and Research in Advertising, vol. II, nº 1, 1979, pp. 35-52.
  • CUMMINGS, Barton A., The Benevolent Ditactors: Interviews with the Advertising Greats, Grain Publishing, Chicago, 1984.
  • CSIKSZENTMIHALYI, Mihaly, Creatividad. El fluir y la psicología del descubrimiento y la invención, Ediciones Paidós Ibérica, Barcelona, 1996.
  • DANIELS, Draper, Giants, Pigmies, and Other Advertising People, Crain Communications, Chicago, 1974.
  • De los ÁNGELES, Juan, Creatividad Publicitaria: Concepto, Estrategias y Valoración, Eunsa, Pamplona, 1996.
  • ECHEVERRÍA, Miguel Ángel, Creatividad & Comunicación, GTE, Madrid, 1995.
  • EWING, Michael T., PINTO, Tanya M. y SOUTAR, Geoffrey N., “Agency-client chemistry: demographic and psychographic influences”, International Journal of Advertising, vol. 20, nº 2, 2001, pp. 169-187.
  • FLETCHER, Wiston, “The Management of Creativity”, International Journal of Advertising, vol. IX, nº 1, 1990.
  • HAGERMAN, William L., Broadcast advertising copywriting, Focal Press, Boston, 1990.
  • HARRIS, Remus A., “Creativity in Marketing”, en SMITH, Paul, Creativity, an Examination of the Creativity Process, Hasting House, New York, 1959, p. 159.
  • HELGESEN, Thorolf, “Advertising Awards and Advertising Agency Performance Criteria”, Journal of Advertising Research, vol. XXXIV, nº 4, July/August 1994, pp. 43-53.
  • HERZBRUN, David, Copywriting by Desing: Bringing ideas to life with words and images, NTC Business Books, Lincolnwood, 1997.
  • HIRSCHMAN, Elizabeth C., “Role-Based Models of Advertising Creation and Production”, Journal of Advertising, Vol. XVIII, nº 4, 1989, pp. 42-53.
  • HOCEVAR, Dennis y BACHELOR, Patricia A., “Taxonomy and Critique of Measurements Used in the Study of Creativity”, en GLOVER, John A., RONNING, Royce R. y REYNOLDS, Cecil R. (eds.), Handbook of Creativity, Plenum, New York, 1989.
  • HOTZ, Mary R., RYANS, John K. y SHANKLIN, William, “Agency/Client Relationships as Seen by Influential on Both Sides”, Journal of Advertising, vol. XI, March 1982, pp. 34-37.
  • HUNT, Shelby D. y CHONKO, Lawrence B., “Ethical Problems of Advertising Agency Executives”, Journal of Advertising, vol. XVI, nº 4, 1987, pp. 16-24.
  • JOANNIS, Henri, El proceso de creación publicitaria, Deusto, Bilbao, 1996.
  • JOHAR, Gita Venkatarami, HOLBROOK, Morris B. y STERN, Barbara B., “The Role of Myth in Creative Advertising Design: Theory, Process and Outcome”, Journal of Advertising, vol. XXX, nº 2, 2001, pp. 1-25.
  • KENDRICK, Alice, SLAYDEN, David y BROYLES, Sheri J., “Real Worlds and Ivory Towers: A Survey of Top Creative Directors”, Journal & Mass Communication Educator, vol. LI, Summer 1996, pp. 63-74.
  • ROBBS, Brett, “The Advertising Curriculum and the Needs of Creative Students”, Journal & Mass Communication Educator, vol. L, Winter 1996, pp. 25-34.
  • KING, Janice M., Writing High-tech copy that sells, Wiley & Sons, New Cork, 1995.
  • KLEBBA, Joanne M. y TIERNEY, Pamela, “Advertising Creativity: A review and Empirical Investigation of External Evaluation, Cognitive Style and Self-Perceptions of Creativity”, Journal of Current Issues and Research in Advertising, vol. XVII, nº 2, 1995, p. 33.
  • KOVER, Arthur J., “Copywriters’ Implicit Theories of Communication: An Exploration”, Journal of Consumer Research, vol. XXI, March 1995, p. 596.
  • KUPERMAN, Bob, “Risky Business”, Adweek, 11-XI-2000, p. 50.
  • LARSON, Persuasion: Reception and Responsibility, Wadsworth, Australia, 2001.
  • LAW, Ian, Is your advertising budget wasted?, Reinhold Publishing Corporation, New York, 1986.
  • LEWIS, Herschell Gordon, How to write “powerful” catalog copy, Bonus Books, Chicago, 1990.
  • LOMAS, El espectáculo del deseo: Usos y formas de la persuasión publicitaria, Octaedro, Barcelona, 1996.
  • MARRA, J.L., Advertising Creativity: Tecniques for generating ideas, Prentice Hall, New Jersey, 1990.
  • McNAMARA, Jay, Advertising Agency Management, Dow Jones-Irwin, USA, 1990.
  • MEDNICK, S.A., “The Associative Basis of the Creative Process”, Psychological Review, vol. 69, 1962.
  • MEESKE, Milan D., Copywriting for the Electronic Media: A practical guide, Wadsworth, California, 1992.
  • MENDELSOHN, G.A. y GISWOLD, B.B., “Differential Use of Incidental Stimuli in Problem Solving as a Function of Creativity”, Journal of Abnormal and Social Psychology, vol. 68, 1964.
  • MESSARIS, Paul, Visual Persuasion: The Role of Images in Advertising, Sage Publications, USA, 1997.
  • MICHELL, P.C.N. y CATAQUET, H., “Establishing the Causes of Disaffection in Agency Client Relations”, Journal of Advertising Research, vol. XXXII, nº 2, March/April 1992, pp. 41-48.
  • MOLINÉ, Marçal, La comunicación activa, Deusto, Bilbao, 1988.
  • MONDROSKI Marcia M., REID, Leonard N. y RUSSELL, J. Thomas, “Agency Creative Decision Making: A Decision System Analysis”, Current Issues and Research in Advertising, vol. VI, nº 1, 1983, pp. 57-69.
  • MUMFORD, M.D. y GUSTAFSON, S.B., “Creativity syndrome: Integration, application, and innovation”, Psychological Bulletin, nº 103, 1987, pp. 27-43.
  • OGILVY, David, Confesiones de un publicitario, Oikos-Tau, Barcelona, 1967.
  • OSBORN, Alex F., Imaginación Aplicada, Velflex, Madrid, 1960.
  • OTNES, Cele, SPOONER, Erin y TREISE, Deborah M., “Advertising Curriculum Ideas from ‘New Creatives’”, Journalism Educator, vol. XLVIII, Autum 1993, pp. 9-17.
  • OTNES, Cele, OVIATT, Arlo A. y TREISE, Deborah M., “Views on Advertising Curricula From Experienced ‘Creatives’”, Journalism Educator, vol. XLIX, Winter 1995, pp. 21-30.
  • PETERSON, Richard A., The Production of Culture, Sage Publication, Berverly Hills, 1976;
  • PETERSON, Richard A., “Revitalizing the Culture Concept”, Annual Review of Sociology, vol. V, 1979, pp. 137-166.
  • POLITZ, Alfred, “Creativeness and Imagination”, Journal of Advertising, vol. IV, nº 3, 1975, pp. 11-14.
  • POLTRACK, Terence, “Stalking the Big Idea” American Associations of Advertising Agencies, Spring 1991, http://www.warc.com, consultado el 15/11/1999.
  • REID, Leonard N. y MORIARTY, Sandra E., “Ideation: A Review of Research”, Current Issues and Research in Advertising, nº 1, 1983, pp. 119-134.
  • REID, Leonard N. y ROTFELD Herbert J., “Toward an Associative Model of Advertising Creativity”, Journal of Advertising, vol. V, nº 4, 1976, pp. 24-29.
  • REID, Leonard N., “Are Advertising Educators Good Judges of Creative Talent?”, Journal of Advertising, vol. VI, September 1977, pp. 41-43.
  • REID, Leonard N., “Factors Affecting Creativity in Generation of Advertising”, Journalism Quarterly, vol. LV, nº 4, Winter 1978, pp. 781-785.
  • REID, Leonard N., KING, Karen W. y DeLORME, Denise E., “Top-Level Agency Creatives Look at Advertising Creativity Then and Now”, Journal of Advertising, vol. XXVIII, nº 2, 1998, p. 119.
  • RICARTE, José María, Creatividad y Comunicación Persuasiva, Aldea Global, Barcelona, 1998.
  • ROSSITER, John R. y PERCY, Larry, Advertising Communications & Promotion Management, McGraw-Hill, New York, 1997.
  • ROTHENBERG, Albert, “The Process of Janusian Thinking in Creativity”, Archives of General Psychiatry, vol. XXIV, 1971, pp. 24-29.
  • SPANG, Kurt, Fundamentos de retórica, Eunsa, Pamplona, 1984.
  • STAVELEY, N.T., “Is it right... Will it Work? An Advertise’s Guide Pre-Testing Methods in the 1990’s”, Admap, May 1993, pp. 22-26.
  • TILL, Brian D. y BAACK, Daniel W., “Recall and Persuasion. Does Creative Advertising Matter?”, Journal of Advertising, vol. 34, nº 3, 2005, pp. 47-57.
  • VANDEN BERGH, Brush G., “Associate Creative Ability and Student Performance on Writing Assignments different Media, Proceeding of 1984”, American Academy of Advertising, Donald R. Glover (ed.), pp. 133-135.
  • VANDEN BERGH, Brush G., REID, Leonard N. y SCHORIN, Gerald A., “How Many Creative Alternatives to Generate”, Journal of Advertising, vol. XII, nº 12, nº 4, 1983, pp. 46-49.
  • Van GUNDY, A.B., “Organizational Creativity and Innovation”, en ISAKEN, S.G. (ed.), Frontiers of Creativity Research: Beyond the Basis, Bearly Limited, Buffalo, 1987.
  • WACKMAN, Daniel B., SALMON, C.T., y SALMON, C., “Developing an Advertising Agency-Client Relationship”, Journal of Adverting Research, vol. XXVI, nº 6, December 1986, pp. 21-28.
  • WALSTON, Carl F., “An Audience of One: The Art of Creating Advertising for Oneself, Proceeding of the 1990”, American Academy of Advertising, 1990, pp. 29-30.
  • WARD, Philip B., Advertising Copywriting, NTC Business Books, Lincolnwood, 1991.
  • WEST, Douglas C., “360 of Creative Risk”, Journal of Advertising Research, vol. 39, nº 1, January/February 1999, pp. 39-50.
  • WHITE, Gordon E., “Creativity: The X Factor in Advertising Theory”, Journal of Advertising, vol. I, nº 1, 1972, pp. 24-25.
  • WHITE, Hooper, How to produce effective TV commercials, NTC Business Books, Lincolnwood, 1994.
  • WEINBERGER, Marc G., Effective Radio Advertising, Lexington Books, New York, 1994.
  • WIKCS, Jan L., SMITH, Sandra J. y VANDEN BERGH, Brush G., “Views From the Muses: What Creatives Think of Their Coworkers in Account Services and the Creative Departament, Proceedings of the 1986”, American Academy of Advertising, 1986, pp. 112- 115.
  • YOUNG, James W., A Tecnique for Producing Ideas, Crain Books, Chicago, 1960.
  • ZINKHAN, George M., “Creativity in Advertising: Creativity in the Journal of Advertising”, Journal of Advertising, vol. XXII, nº 3, 1993, pp. 1-3.
Fuente de los datos: Dialnet