A Qualitative Approach to Understanding Audiences Perceptions of Creativity in Online AdvertisingReport as inadecuate




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Qualitative Report, v15 n1 p37-58 Jan 2010

In this paper I seek to inquire upon audience's perceptions of creativity in online advertising--a heretofore poorly understood area. This paper initially outlines current academic understanding of creativity in online advertising, mainly derived from quantitative assessments. It then advances a qualitative methodology including diary-interviews and ethnographic online interviews across 41 participants. My starting point is a critique of the most comprehensive conceptual intervention in the area of advertising creativity--Smith and Yang's (2004) typology of relevance and divergence. I assess to what extent this typology emerges from my participants' data. Two key features of relevance--contextual relevance and intrusiveness--are explored in depth, producing deeper insights into their nature as perceived by participants. (Contains 2 figures.)

Descriptors: Creativity, Advertising, Audience Analysis, Classification, Interviews, Diaries, Intervention, Perception, Qualitative Research, Phenomenology, Researchers, Research Methodology, Measurement Techniques, Internet, Questionnaires, Sampling

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Author: McStay, Andrew

Source: https://eric.ed.gov/?q=a&ft=on&ff1=dtySince_1992&pg=2342&id=EJ875246







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