Paradox, advertising and the creative process

Vincent J. Blasko, Michael Mokwa

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Creativity often is perceived to be an elusive and unmanageable dimension of advertising, typically delimited to the work of the “creative” copywriter or artist. But creativity pervades the advertising process. Moreover, it can be understood and managed. In this review, we illustrate that paradox also pervades the advertising process. We propose and demonstrate that confronting and comprehending the oppositional forces of paradox can lead to creative thought and activity throughout the advertising process, from account management to sales performance.

Original languageEnglish (US)
Pages (from-to)351-365
Number of pages15
JournalCurrent Issues and Research in Advertising
Volume11
Issue number1-2
DOIs
StatePublished - 1988
Externally publishedYes

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Paradox
Creativity
Account management
Sales performance
Artist

ASJC Scopus subject areas

  • Marketing

Cite this

Paradox, advertising and the creative process. / Blasko, Vincent J.; Mokwa, Michael.

In: Current Issues and Research in Advertising, Vol. 11, No. 1-2, 1988, p. 351-365.

Research output: Contribution to journalArticle

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