Output details

Designing 'Creative' Advertising: Embedding Advertising 'Success' Attributes and Factors within the Initial Stages of Project Development

The journal paper provides a discussion on what constitutes ‘creativity’ and how creativity can be identified, planned for, and embedded within the initial stages of project development, in particular within print-based advertising design campaigns. The work is an on-going investigation into identifying creative attributes that form the basis for advertising campaigns – aimed at specific audiences, based on gender and age. The article aims to demystify ‘creativity’ through the development and utilisation of ‘creative measurement models’ that enables the design ‘champion’ to understand and embed particular creative ‘attributes’ within the final designed work/outputs. The featured models have been developed through extensive primary research and testing. As such, the main hypothesis offered does indeed suggest that creative ‘elements’ can be identified and applied to specific advertising campaigns, based on particular gender orientated themes.