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Teaching Creativity: Experimental Evidence of Three Strategies for Teaching Industry Standards for Creative Excellence

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Title: Teaching Creativity: Experimental Evidence of Three Strategies for Teaching Industry Standards for Creative Excellence
Language: English
Authors: Windels, Kasey, Stuhlfaut, Mark Wilson
Source: Journal of Advertising Education. May 2017 21(1):13-25.
Availability: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Peer Reviewed: Y
Page Count: 13
Publication Date: 2017
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Advertising, Teaching Methods, Creativity, Awards, Language Usage, Standards, Communication Strategies, Values, Comparative Analysis, Social Influences, Creative Thinking, Undergraduate Students, Marketing, Student Attitudes, Visual Aids
DOI: 10.1177/109804821702100105
ISSN: 1098-0482
Abstract: Creativity is a system of relationships between individual creators, culture and a field of gatekeepers who select and validate ideas. Within the cultural community of advertising, practitioners operate using informal and implicit rules, called creative codes, about what represents creative excellence as expressed through outputs, shared norms, language and awards. Students of advertising could benefit by recognizing and internalizing broader industry standards of creative excellence to build better portfolios, to be better prepared for interviews and to be more effective in their first jobs. This study evaluated three different communication techniques that educators can use to teach students about creative standards: explicitly communicating creative values, showcasing top campaigns, and comparing and contrasting advertising that has and has not won creative awards. The findings support the importance of these tools for educators.
Abstractor: As Provided
Entry Date: 2019
Accession Number: EJ1216397
Database: ERIC
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  Data: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
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  Data: 10.1177/109804821702100105
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  Data: Creativity is a system of relationships between individual creators, culture and a field of gatekeepers who select and validate ideas. Within the cultural community of advertising, practitioners operate using informal and implicit rules, called creative codes, about what represents creative excellence as expressed through outputs, shared norms, language and awards. Students of advertising could benefit by recognizing and internalizing broader industry standards of creative excellence to build better portfolios, to be better prepared for interviews and to be more effective in their first jobs. This study evaluated three different communication techniques that educators can use to teach students about creative standards: explicitly communicating creative values, showcasing top campaigns, and comparing and contrasting advertising that has and has not won creative awards. The findings support the importance of these tools for educators.
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      – SubjectFull: Advertising
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      – SubjectFull: Teaching Methods
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