Creativity in advertising: A janusian perspective

Vincent J. Blasko, Michael Mokwa

Research output: Contribution to journalArticle

25 Citations (Scopus)

Abstract

Creativity is usually defined and studied as an elusive phenomenon that defies adequate description and effective management. However, in this discussion, “Janusian thinking” is presented as “a logic of creativity” that can be described and managed. Janusian thinking involves the emotive mental resolution of apparent opposite or contradictory ideas. It is a natural mental process. Janusian thought can be found in many advertising executions and might be a cornerstone of the advertising process. This paper illustrates the Janusian approach to creativity and provides specific examples of Janusian thinking in campaign themelines, television commercials and print ads. In addition, implications (of the Janusian perspective) are offered for advertising research, management and education.

Original languageEnglish (US)
Pages (from-to)43-72
Number of pages30
JournalJournal of Advertising
Volume15
Issue number4
DOIs
StatePublished - Oct 30 1986

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creativity
Marketing
television commercials
Television
management
campaign
Education
Creativity
education
Television commercials
Research management
Logic

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

Cite this

Creativity in advertising : A janusian perspective. / Blasko, Vincent J.; Mokwa, Michael.

In: Journal of Advertising, Vol. 15, No. 4, 30.10.1986, p. 43-72.

Research output: Contribution to journalArticle

Blasko, Vincent J. ; Mokwa, Michael. / Creativity in advertising : A janusian perspective. In: Journal of Advertising. 1986 ; Vol. 15, No. 4. pp. 43-72.
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