Creative ideation in advertising: an ethnographic practice based approach

Mahsa Ghaffari

Creative ideation in advertising: an ethnographic practice based approach

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

This research aims to understand the process of ideation in advertising creativity. This endeavour stems from the importance of creative idea and the lack of knowledge regarding this process. Hence, in this research building on an ethnographic study in an international advertising agency, and adopting a practice theoretical lens, we identified a series of techniques used by ad agency practitioners to get the ground- breaking insight for the campaigns. The findings highlight the importance of advertising effectiveness for practitioners by illustrating the simultaneous evaluation stage taking place amid ideation stage to ensure alignment between the intended message and the interpreted one.

Original language	English
Title of host publication	Advances in Advertising Research XI
Publisher	Springer
Publication status	Accepted for publication - 26 Apr 2019
Event	ICORIA 2019 - IMC University of Applied Sciences Krems , Krems, Austria Duration: 27 Jun 2019 → 29 Jun 2019 http://www.europeanadvertisingacademy.org/index/icoria-2019/

Publication series

Name	European Advertising Academy
Publisher	Springer
ISSN (Print)	2626-0328

Conference

Conference	ICORIA 2019
Country/Territory	Austria
City	Krems
Period	27/06/19 → 29/06/19
Internet address	http://www.europeanadvertisingacademy.org/index/icoria-2019/

Embargoed Document

Creative ideation in advertising
Accepted author manuscript (Post-print), 253 KB
Due to publisher’s copyright restrictions, this document is not freely available to download from this website until: 1/01/50

Cite this

@inproceedings{32de57490d494d5b9be23210d4383340,

title = "Creative ideation in advertising: an ethnographic practice based approach",

abstract = "This research aims to understand the process of ideation in advertising creativity. This endeavour stems from the importance of creative idea and the lack of knowledge regarding this process. Hence, in this research building on an ethnographic study in an international advertising agency, and adopting a practice theoretical lens, we identified a series of techniques used by ad agency practitioners to get the ground- breaking insight for the campaigns. The findings highlight the importance of advertising effectiveness for practitioners by illustrating the simultaneous evaluation stage taking place amid ideation stage to ensure alignment between the intended message and the interpreted one.",

author = "Mahsa Ghaffari",

note = "12 month embargo The final authenticated version is available online at: https://doi.org/[insert DOI].; ICORIA 2019 ; Conference date: 27-06-2019 Through 29-06-2019",

year = "2019",

month = apr,

day = "26",

language = "English",

series = "European Advertising Academy",

publisher = "Springer",

booktitle = "Advances in Advertising Research XI",

url = "http://www.europeanadvertisingacademy.org/index/icoria-2019/",

}

TY - GEN

T1 - Creative ideation in advertising: an ethnographic practice based approach

AU - Ghaffari, Mahsa

N1 - 12 month embargo The final authenticated version is available online at: https://doi.org/[insert DOI].

PY - 2019/4/26

Y1 - 2019/4/26

N2 - This research aims to understand the process of ideation in advertising creativity. This endeavour stems from the importance of creative idea and the lack of knowledge regarding this process. Hence, in this research building on an ethnographic study in an international advertising agency, and adopting a practice theoretical lens, we identified a series of techniques used by ad agency practitioners to get the ground- breaking insight for the campaigns. The findings highlight the importance of advertising effectiveness for practitioners by illustrating the simultaneous evaluation stage taking place amid ideation stage to ensure alignment between the intended message and the interpreted one.

AB - This research aims to understand the process of ideation in advertising creativity. This endeavour stems from the importance of creative idea and the lack of knowledge regarding this process. Hence, in this research building on an ethnographic study in an international advertising agency, and adopting a practice theoretical lens, we identified a series of techniques used by ad agency practitioners to get the ground- breaking insight for the campaigns. The findings highlight the importance of advertising effectiveness for practitioners by illustrating the simultaneous evaluation stage taking place amid ideation stage to ensure alignment between the intended message and the interpreted one.

UR - https://www.springer.com/gp/book/9783658248772

M3 - Conference contribution

T3 - European Advertising Academy

BT - Advances in Advertising Research XI

PB - Springer

T2 - ICORIA 2019

Y2 - 27 June 2019 through 29 June 2019

ER -

Creative ideation in advertising: an ethnographic practice based approach

Abstract

Publication series

Conference

Embargoed Document

Fingerprint

Cite this