科研之友
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摘要
An overview and perspective of advertising creativity research is offered in a "3 Ps" (pet-son, place, and process) framework to shape future research agendas. Emerging methodologies and tools are examined to enable a paradigm shift for academic researchers and emerging scholars seeking to stimulate new advertising creativity research initiatives. A discussion of key contributions, a literature review, and a classification table summarize various approaches to creativity. An introduction to research papers appearing in this special issue offers insights for scholars.
- 出版日期2008
