In the pulsating epicentre of the global media scene, the silos between creative, advertising, marketing and social media are being dismantled.
Yet, the connective thread between creative advertising and real-world sales revenues has been as elusive as Banksy.
We’re left wondering – is there more to creative advertising than meets the eye? Recent strides in communications psychology have sought to bring this mystery into the light, dissecting perceived creativity into five discernible dimensions.
These are fluency, originality, elaboration, abstractness and resistance to premature closure. This fresh, empirical outlook has reinforced Vogel’s mantra – creativity is not just relevant
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