How Does the Digital Environment Impact Advertising Creativity?

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Summary

Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which researchers queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.

Authors’ bios:

Petra Goor (petragoor@hotmail.com) is a PhD student in the School of Advertising, Marketing and Public Relations, at Queensland University of Technology, in Brisbane, Australia. She has lectured on subjects such as copywriting, the creative process, brand image, digital communication and visual communication. Before joining academia, Goor worked as a copywriter at a number of different ad agencies. Her research interests focus on creativity in general and specifically, in the field of advertising.

Gayle Kerr (gf.kerr@qut.edu.au) is a professor of advertising and integrated marketing communication (IMC) at the Queensland University of Technology. Kerr worked on the creative side of advertising before joining academia, more than a decade ago, to teach and research on advertising and IMC. Her research interests include creativity, advertising self-regulation, consumer empowerment, digital and social media, customer experience, IMC and educational issues in both advertising and IMC.

Hyun Seung (H.S.) Jin (hs.jin@qut.edu.au) is an associate professor at QUT Business School, within the Queensland University of Technology. His research interests include consumer memory, pro-social behavior, artificial intelligence, social robots and creativity.