How Rhetoric Theory Informs the Creative Advertising Development Process: Reconciling Differences between Advertising Scholarship and Practice

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

MANAGEMENT SLANT

  • Best agency practice in the creative advertising-development process follows the canons of rhetoric, with creativity occurring at any of these stages.
  • Creativity often is viewed narrowly as applying ideation techniques, but in keeping...