Bernardin, Thomas; Kemp-Robertson, Paul; Stewart, David W.; Cheng, Yan; Wan, Heather; Rossiter, John R.; Erevelles, Sunil; Roundtree, Robert; Zinkhan, George M.; and Fukawa, Nobuyuki, 2008, Envisioning the future of advertising creativity research: alternative perspectives, Journal of Advertising, 37(4), 131-149.
To provide a future vision of alternative viewpoints moving forward in creativity research, four different perspectives are offered. The first perspective, “Wildfire 2008: Creativity with a Human Touch,” offers surprising humanistic and individualistic practitioner insights from breakthrough campaigns. The second viewpoint, “Creative and Effective Advertising: Balancing Spontaneity and Discipline,” emphasizes the role of discipline in developing creative advertising that is effective while still being spontaneous. The third perspective, “Defining the Necessary Components of Creative, Effective Ads,” provides a functional model of how creativity works in ads. In the last viewpoint, “The Concept of ‘Imaginative Intensity’ in Advertising,” an imaginative intensity concept is offered for future research consideration as the role of the consumer, agency, and clients change.