La diffusion scientifique de la créativité publicitaire de 1965 à 2012

Resumen:
Creativity is a fundamental issue in the advertising process. It helps brands communicate effectively with their targets. However, the scientific community has little interest in this field, which has resulted in a scientific vacuum about creativity in advertising. This paper analyzes all articles published between 1965 and 2012 by the best scientific journals specializing in advertising: Journal of Advertising, Journal of Advertising Research, Journal of Current Issues & Research in Advertising and International Journal of Advertising. The paper¿s conclusion is that 1.19% of 4,261 articles reviewed deal with creativity in advertising.