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The Definition and Measurement of Creativity: What Do We Know?

Published online by Cambridge University Press:  18 May 2004

JAAFAR EL-MURAD  and
DOUGLAS C. WEST
JAAFAR EL-MURAD
Affiliation:
Westminster Business School, University of Westminster, muradj@wmin.ac.uk
DOUGLAS C. WEST
Affiliation:
Westminster Business School, University of Westminster, westd@wmin.ac.uk
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Abstract

Creativity is arguably the most important element in advertising success. This article reviews the trends in creativity research and asks (1) what do we know about advertising creativity, (2) how can we measure it, and (3) how can we enhance and encourage it? After tracking its importance, this article examines how it is defined, the nature of the theories underpinning it, and the various typologies suggested by researchers. The impact of issues such as the environment, management practice, and myths on enhancing and encouraging advertising creativity are assessed. It is argued that, to encourage and enhance creativity, managers should address the effects of self-doubt, fear of risk taking, and fear of opposition and criticism.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 2 , June 2004 , pp. 188 - 201
Copyright
© Copyright © 1960-2004, The ARF

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