| Fiche détaillée | Récupérer au format |
|
|
| EMPIRICAL STUDIES OF THE ARTS, 26, 1 (2008) 5-13 |
|
|
|
|
| Liste des fichiers attachés à ce document : | |||||
|
|
|
|
|
| sic_00498295, version 1 |
|
|
| Creativity and e-advertising: A Qualitative Study of Art Directors' Creative Processes |
|
|
| Didier Courbet1Marie-Pierre Fourquet-Courbet2Marc Vanhuele3 |
|
|
| (07/09/2008) |
|
|
| Quels sont les processus socio-cognitifs impliqués dans la créativité des publicitaires travaillant sur le web ? | An interpretive analysis of qualitative interviews with 33 creators of advertising banners for the Internet, combined with retrospective protocols on the creation process, reveals that they hold implicit theories about the potential impact of their work on different audiences. These audiences intervene in the form of intraindividual imaginary dialogue partners who, throughout the creative process, give their reactions to the message being created. Creation and evaluation are therefore intertwined and not, as the literature on creativity has suggested, two sequential steps of the creative process. | |
|
|
|
|
|
|
|
|
|
|
| 1 : | IRSIC |
| 2 : | LCC - Laboratoire Culture et Communication |
| 3 : | GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC |
|
|
|
|
|
|
|
|
| Domaines scientifiques | : | Sciences de l'Homme et Société/Sciences de l'information et de la communication/Organisation et communication |
|
|
| créativité – publicité – création publicitaire |
| sic_00498295, version 1 | |
| http://archivesic.ccsd.cnrs.fr/sic_00498295 | |
| oai:archivesic.ccsd.cnrs.fr:sic_00498295 | |
| Soumis le : Mercredi 7 Juillet 2010, 11:03:51 | |
| Dernière modification le : Mardi 7 Septembre 2010, 11:08:18 | |