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Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes

Author

Listed:
  • Marc Vanhuele

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Marie-Pierre Fourquet-Courbet

    (I3M - Laboratoire Information, Milieux, Médias, Médiations - EA 3820 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UTLN - Université de Toulon)

  • Didier Courbet

    (I3M - Laboratoire Information, Milieux, Médias, Médiations - EA 3820 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UTLN - Université de Toulon)

Abstract

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.

Suggested Citation

  • Marc Vanhuele & Marie-Pierre Fourquet-Courbet & Didier Courbet, 2008. "Creativity and E-Advertising: A Qualitative Study of Art Directors' Creative Processes," Post-Print hal-00457548, HAL.
    • Handle: RePEc:hal:journl:hal-00457548
    DOI: 10.2190/EM.26.1.b
    as

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