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    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Theses (MU)
    • 2016 Theses (MU)
    • 2016 MU theses - Freely available online
    • View Item
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    Creativity and change : how experience, environment and approach to creating advertisements have evolved for copywriters

    Murray, Celia
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    [PDF] public.pdf (47.83Kb)
    [PDF] research.pdf (325.1Kb)
    [PDF] short.pdf (23.59Kb)
    Date
    2016
    Format
    Thesis
    Metadata
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    Abstract
    Examines how those tasked with creativity in advertising perceive their work and role over a period of considerable economic and technological change. This qualitative study adds insights and expands previous empirical research by practitioners such as Reid, King & DeLorme (1998). Through ten semistructured interviews with a range of advertising professionals who are involved in copywriting, from Senior Copywriters to Chief Creative Officers of national advertising agencies, the author compares past and present states of creativity in advertising. The study found that recent economic and technological influences had dramatically changed the way in which copywriters work, and the work that they produce professionally. However, there was no unanimous agreement regarding any failure or decrease of creativity in its entirety -- rather a call for adaptation and evolution of approaches to implementation of copy. This study provides practical and theoretical value as it contributes to role-based models of advertising, and informs current copywriters of the opinions of their peers.
    URI
    https://hdl.handle.net/10355/59975
    Degree
    M.A.
    Thesis Department
    Journalism (MU)
    Rights
    OpenAccess.
    This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
    Collections
    • 2016 MU theses - Freely available online
    • Journalism electronic theses and dissertations (MU)

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