Creativity is …: A metaphoric model of the creative thought process

Abstract

This study applied a three-part metaphoric model of thinking to illuminate the creative thought process in developing marketing communications. The Zaltman Metaphor Elicitation Technique was used to categorize metaphorical statements about the creative process. Analysis found that these statements fit the model's tripartite structure of perception, movement, and object manipulation. These results suggest alternative paths for developing creative concepts, and also suggest a framework for understanding how best to use various techniques at different stages of the creative process.