Corpus ID: 9009902

THE FUNDAMENTAL TEMPLATES OF QUALITY ADS Introduction Creativity in advertising frequently involves methods that encourage the generation of a large number of ad concepts

  title={THE FUNDAMENTAL TEMPLATES OF QUALITY ADS Introduction Creativity in advertising frequently involves methods that encourage the generation of a large number of ad concepts},
  author={Jacob Goldenberg and David Mazursky and Sorin Solomon},
Creative ideation is a highly complex process, which is difficult to formalize and control. Evidently, even in a complex thinking context certain patterns of creativity may emerge. Relying on such observed patterns may help in "organizing" the creative process by promoting routes that have been proven to lead to productive ideas and avoiding those that do not. The present research suggests that successful advertisements share and are characterized by such abstract patterns termed creativity… Expand
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