Abstract
While academics bemoan the academic–practitioner gap, there is still little research into this topic despite the conversation that has been ongoing for more than 30 years. Advertising creatives (i.e., copywriters and art directors) are known to use implicit theories to connect with their audiences. This research further explores the academic–practitioner gap that exists. The findings show there are philosophies being used by creatives that overlap with academic research, such as breaking through the clutter. These varying levels of overlap are used to suggest future research and ways to bridge the gap in the educational process.
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