Creative Directors Research Articles

AI-Driven Advertising Activity: Perspectives from Peruvian Advertisers

This study explores the impact of Artificial Intelligence (AI) on the creative process within Peruvian advertising agencies. The research focuses on understanding how AI technologies influence the practices of professionals involved in creative production and the perception of AI’s role in enhancing or detracting from creativity in a market characterized by emerging digital transformation. Adopting a qualitative methodology grounded in the interpretive paradigm, the study placed particular emphasis on the insights and experiences of Creative Directors, who play a pivotal role in integrating AI into the creative process. In addition to these key professionals, the study also analyzed the perspectives of AI specialists, decision-makers in digital transformation, and AI consultants. Data was meticulously gathered through semi-structured in-depth interviews, ensuring a comprehensive understanding of how AI is reshaping creativity in advertising. The findings reveal that while AI offers significant potential to streamline and enhance creative processes, concerns about authenticity and the risk of diminishing human creativity persist. The study underscores the need for a balanced approach that integrates AI-driven efficiency with the preservation of original creative input, providing insights for future policy development and industry practices.

Ageism and Social Media Expertise: Implications for Intergenerational Dynamics in Advertising Creativity

Abstract: Intergenerational tensions in the creative departments of advertising agencies have long been a topic of interest. Recently, the emergence of social media proficiency as a symbol of youthfulness has intensified these tensions, creating contested expertise within workplaces. The article explores how this particular marker of ageism influences the creative processes and identity formation of practitioners who are older than the average age of industry workers. Drawing from in-depth interviews with twenty-one creatives (copywriters, art directors, and creative directors), this qualitative study reveals that, in response to feeling sidelined based on perceptions that they lack social media expertise, "older" creatives reaffirm their strategic experience yet resist challenging claims they are "out of touch" with online cultures. We argue that the valorisation of younger practitioners' social media savviness is contributing to the transformation of advertising creativity while placing additional pressure on practitioners to leave the industry while in their thirties. Furthermore, the article identifies broader concerns regarding ageism in society, which advertising content can exacerbate when creatives rely on flawed stereotypes to shape knowledge of audiences or cultural representations.

The Impact of AI Generated Advertising Content on Consumer Buying Intention and Consumer Engagement

This Study explores the difference between human generated advertising content and the AI generated Advertising content and this research explore the impact on AI generated advertising content on consumer engagement and consumer buying behavior. Qualitative approach used to unveil the perception about AI Generated Advertising content in the perspective of Marketers and AI experts and answer that what is different in humanly created advertising content and Ai generated advertising content. This study elaborates the impact of AIGAC on brands sales volumes and competitive edges. Researcher conducted interviews of marketers and creative directors to explore the phenomenon in their expert opinion. The research work highlights the importance of this emerging tool in industry and its contribution in brand building process specially brand communication strategies. This study discusses the abilities and accuracy of AI in Advertising particularly when we talk about human feelings and emotions. Finally, consumer perception about AI also concluded this study. Researcher found AI generated advertising content more effective than the humanly generated advertising content for Consumer Engagements and Consumer Buying Behavior. AI create more balanced and vibrant combinations in creativity of ads. Researcher finds that AI generated Advertising content will boost sales due to its high appeal of creativity. This study will provide direction to the practitioners for their future strategies regarding brand building, brand communication and Sales strategies. Future researches can get guidelines for their thematic researches.

영국 문화정책과 전략

This paper aims to examine the vision and projects of the British Arts Council, presenting a comparison with – and subsequent analysis of – project development in Korea. This paper begins by defining the direction of British culture and art by analysing the ‘Arm’s length principle’, which is a fundamental policy element in British culture and art. Following this, our gaze shifts to consider the British Art Council’s future strategy, the projects it plans to undertake, and the goals it hopes to achieve. In particular, we examine the British Art Council’s aim to inform the public on several topics and plan events that include various genres of music, visual arts, folklore and archaeology, as well as its approach to revitalizing a region of England using the works of local artists in the example of the 2022 Commonwealth Games Culture Festival held in Birmingham. In the third chapter, we discuss the Bristol Regional Project and the Greenwich Library Project in depth, explaining the British Arts Council’s approach to collaborating with the fields of education, history, literature and archaeology, art experts (including curators, creative directors, planners, professors, and so on), and public institutions to successfully develop and complete projects. By analysing the cases of the Bristol Regional Project and Greenwich Library Project, we aim to determine whether these projects are consistent with the vision and future strategy set by the British Arts Council, as well as how these projects have developed and altered British society and the art world more broadly. In addition to local projects, the British Arts Council intends to work abroad to discover new artists and to promote British art through them to facilitate its growth, which will also be a point of discussion in Chapter 3. The final chapter will examine projects conducted by the Seoul Cultural Foundation during the COVID-19 period. Making a comparison to the UK’s regional culture and arts policies and programs, the limitations of the Korean domestic art landscape are discussed and areas that need to be re-established are identified.

A Textual Analysis of Gender Diversity and Creativity in Award-Winning Agencies’ Self-Representations

Gender disparity continues to permeate the advertising industry, with only 11% of creative directors in agencies being women. This study uses textual analysis to examine how Ad Age’s Agency A-List annual award recipients’ websites are encoded with messages of deep-level diversity attributes (e.g., attitude, beliefs, values) despite lacking surface-level diversity attributes (e.g., gender) among the agency winners’ creative teams. Forty-eight agency webpages were analyzed using constant comparative data analysis, illuminating award-winning agencies’ communicative processes to position their advertising teams’ creativity on their websites. Themes included (a) positioning the team as experts; (b) championing disruption; (c) committing to change; and (d) seeking and rewarding grandiosity.

Hands Up, Don’t Shoot

Other| September 01 2022 Hands Up, Don’t Shoot Diane Allford Diane Allford Diane Allford is a multifaceted photographer, multimedia artist, and visual content producer working in New York City. She studied photography at the School of Visual Arts and then went on to establish her career as a photo editor, picture researcher, and visual content producer with BET Magazines—YSB (Young Sisters and Brothers), Emerge, and Heart & Soul magazines, Random House Publishers, Scholastic Inc., Newsweek, Business Week, the NAACP’s The Crisis magazine, and others. Over the span of her career, Diane’s influence is evident on many pages of a variety of books and consumer magazines, working with art and creative directors and commissioning and researching illustrations, photographs, and video. After many years on the publishing side, she now brings her own photography to the forefront. Search for other works by this author on: This Site Google The Langston Hughes Review (2022) 28 (2): 204. https://doi.org/10.5325/langhughrevi.28.2.0204 Cite Icon Cite Share Icon Share Facebook Twitter LinkedIn MailTo Permissions Search Site Citation Diane Allford; Hands Up, Don’t Shoot. The Langston Hughes Review 1 September 2022; 28 (2): 204. doi: https://doi.org/10.5325/langhughrevi.28.2.0204 Download citation file: Zotero Reference Manager EasyBib Bookends Mendeley Papers EndNote RefWorks BibTex toolbar search Search Dropdown Menu toolbar search search input Search input auto suggest filter your search All Scholarly Publishing CollectivePenn State University PressThe Langston Hughes Review Search Advanced Search Issue Section: Visual Art You do not currently have access to this content.

Exploring musical theatre performance synergy: Accessing seven performative processes

To meet the demands of the ever-evolving musical theatre industry, performers are expected to craft inspiring performances across eight shows a week, seamlessly integrating their triple-threat expertise. Most actors undertake intensive training to achieve the complex skillset required to execute this art form, yet professional success can be elusive. It appears that a key element to building and maintaining a musical theatre career is performance synergy. This phenomenon is described colloquially as stage presence or X-factor. Whilst the literature regarding the field of musical theatre training is wide-ranging, little formal research has been undertaken on the ephemeral subject of performance synergy as it pertains to the work of the musical theatre actor. To address this lacuna in the literature – and to determine whether performance synergy can be described, comprehended, taught or learned – semi-structured interviews were conducted with 42 Australian actors and creative directors active in the musical theatre industry. Collected data captured expert opinions on the elements, constructs and praxis of musical theatre performance synergy. Following a thematic analysis of the data, a framework of seven performative processes was constructed towards a clearer understanding of the practical aspects of this multifaceted phenomenon.

A Qualitative Examination of the Effectiveness of Cultural Elements in the Advertisements of Telecoms Brands in Nigeria: Views from the Industry

The incessant complaints and highlight of the total neglect of cultural values of varied domestic consumers in global campaigns of multinationals has become an issue at the center of research concerns among scholars and practitioners of advertising in Nigeria. Literature, in a pointer to this, has further affirmed that consistent neglect of the use of cultural elements in global commercials had altered consumers’ perception of the various brands and subsequently affected their patronage. The outlying cause of these problems is unconnected to the perceived cultural imperialism tendencies inherent in the ‘strategic and deliberate failure’ of global companies to adapt to social preferences, reveal cultural values, expose norms, and reflect the era people live in (glocalization strategy – global thinking, local acting). Several efforts by scholars in this regard have been largely from the subscribers’ point of view with little or no efforts regarding the views from the industry. The study adopted the survey design (in-depth interview) among the creative directors (informants) of the four advertising agencies that handle the account of the four selected telecommunications companies – DDB (MTN), X3M Ideas (Glo), Noah’s Ark (Airtel) and Blue Seal (9Mobile). Three (3) of the interviews were conducted via mail, while the fourth was conducted via telephone. Findings revealed that the choice of cultural reflections in advertisements transcends one particular culture, and cut across the various ethnic groups in the country; and that the adoption of cultural elements as glocal advertising strategy in television advertisements of telecommunications service providers has made the advertisements effective in the attainment of their objectives – persuading and improving on the number of subscribers to their services among the residents in Southwest Nigeria.

Nostalgia and Forestalgia: Insights, Evaluation, and Implications for Advertising and Product Typology

While the focus for many advertising academics and practitioners has been on nostalgia, there is a dearth of research on future-focused appeals. We introduce a new concept, forestalgia, or a consumer’s yearning for an idealized future. To understand the impact of nostalgia and forestalgia, qualitative background interviews were conducted with creative directors and other advertising creatives from numerous nationally recognized advertising agencies. Building on the insights from the interviews and using construal level theory as our foundation, we explore consumer response to hedonic and utilitarian products when appeals employ far-past, near-past, near-future, and far-future framing. Thus, we examine whether nostalgia or forestalgia is better suited for certain products. We find utilitarian products are better received with a temporal distance that is far from the present with hedonic products better suited for appeals framed in the far past and near future. Managerial and theoretical implications are discussed, along with future research considerations.

Maria Hirszbein: An (In)visible Figure of Polish Cinema of the 1920s and 1930s

Abstract This article examines the career of the Polish film producer Maria Hirszbein (1889–1939/1942) in relation to the development of interwar Polish cinema, including Yiddish films, and the modern idea of a “New Woman.” Investigating Hirszbein's activities as the successful manager of her company, Leo-Film, and as cofounder and member of the Polish film producers’ unions, the article explores her professional accomplishments and innovative work style, which was based on teamwork and promoting young, talented actors, creative directors, and screenwriters sensitive to social issues. In reconstructing Hirszbein's professional biography, the text combines different sources such as press reports, film reviews, photographs from the collection of the Polish National Film Archive (FINA), and data collected by the Institute of Jewish History in Warsaw.

크리에이티브 디렉터 교체를 통한 남성복 브랜드의 디자인 및 스타일 연구 : 루이비통 브랜드를 중심으로

크리에이티브 디렉터 교체를 통한 남성복 브랜드의 디자인 및 스타일 연구 : 루이비통 브랜드를 중심으로

Why do consumers with social phobia prefer anthropomorphic customer service chatbots? Evolutionary explanations of the moderating roles of social phobia

Drawing from evolutionary psychology of anthropomorphism and social phobia, two between-subjects experiments examined the effects of different types of customer service chatbots. Experiment 1 supports the interaction effects between chatbots’ anthropomorphism and consumers’ social phobia on continuance use intention and willingness to recommend the chatbot. Consumers with high social phobia prefer anthropomorphic chatbots to less anthropomorphic chatbots. Experiment 2 confirms the moderating role of social phobia in determining the effects of consumer-chatbot personality matching (similarity attraction) vs. mismatching (complementarity attraction) on the outcome variables only for competent chatbots. For the consumer-chatbot personality mismatching condition, developing competent chatbots for less conscientious consumers with high social phobia will help alleviate socially isolated consumers’ social pain, while developing too smart chatbots for less conscientious consumers with low social phobia can have detrimental effects. Evolutionary psychological mechanisms and managerial implications for chatbot developers and creative directors are explained.

A Business Model of Luxury Brands and Contemporary Art: A Case Study of Art Mall in China

ABSTRACTLuxury brands following years of diversification have recently discovered that contemporary art represents their interests by associating art with luxury artifacts. This attaches intangible values to mundane products by shrouding them with art in the artification process. Contemporary art, on the other hand, has become more of a business network operating within the rules of the market economy. It has become a common practice for luxury brands to collaborate with contemporary artists by staging exhibitions of contemporary art in their purpose-built exhibition halls that serve as inspiration for their creative directors to develop merchandise ranges. In China, a novel retail concept of the art malls has emerged. Private art patrons, developers, state authorities and luxury brands have entered into partnerships. Luxury brands eager to tap into the lucrative markets of Chinese cities, have discovered that art malls best serve their purposes as experiential retailing takes center stage. The partnering actors in both luxury brands and Chinese art mall developers have managed to institute a remarkable business model in the form of a transcontinental network. By capturing value, network participants have generated network capital, which has led them to sources of competitive advantage. In this arrangement, Aesthetic Capitalism has prevailed where the orchestration of excitement takes center stage thus, circumventing the purer intentions of the Creative Economy promulgated by the United Nations.

Agnès Varda and Le Collectif 50/50 en 2020: Power and Protest at the Cannes Film Festival

Abstract This article examines how Agnès Varda used speeches and activism at the Cannes Film Festival in recent years to reveal and challenge the underrepresentation of female directors in the film industry. At the 2015 Cannes Film Festival, she accepted an honorary Palme (lifetime achievement award) in the name of other creative directors not yet in the spotlight. In 2018, Varda joined with the 50/50 en 2020 collective, a gender equity campaign, on the Cannes red carpet to call for gender parity and greater transparency in the festival's process of selecting films to screen. This article shows how Varda and 50/50 en 2020 explore social, institutional, and economic factors that may influence women's access to the highest levels of artistic success. Their actions articulate a gendered investigation of cultural institutions and the relations of power they represent, focusing on the festival and the film industry. Furthermore, this article considers dynamics of social and economic power and perceptions of cultural value in the 2019 Cannes festival tribute to Varda.

The Model for Managing T-Sports Channel on the Internet

The objective of the study is to propose the proper management model and the T Sports Channel’s content for theThai context by using the qualitative research by the means of studying the document research and focus group among 20 keyinformants. The purposive sampling was also used for selecting the criteria of those key informants which are as follows: Thegovernor of Sport Authority of Thailand, the director of T Sport Chanel, and those people who are the stakeholders of the TSport Chanel procedure, such as creative directors, organizer and moderators, producers, production technology supervisors,reporters, moderators, the successful sport channel administrators, media academician, sport marketer. The tools for collectingthe data were the document analysis and focus group, and analyzed by content analysis. The result found that the best practicesfor processing 5 T Sport channels on digital TV and the internet system both domestic and international was processing the TSport channels, they should manage the channel for fitting to the sport content, using massive budget for developing theinteresting contents, buying the copyright of broadcasting, broadcasting the popular sport from their own variety channels forapproaching most of the target customers

An Assessment of Why UK Creative Departments Lose Talented Women: The Lost Girls

Abstract: In the UK, our advertising agency creative departments are losing out on up to 50% of junior female talent graduating from directly relevant creative higher education courses, a group this research terms "The Lost Girls." Statistics from this study and others show women are more likely to graduate from creative advertising, art, and design programs, but far less likely to secure permanent jobs as art directors and copywriters than their male peers. This article contends that drop out of entry-level female talent is a significant contributing factor to the notable gender imbalance in UK advertising agency creative departments. Based on in-depth interviews and small focus groups with a number of women in various positions, from advertising students to creative directors, this study explores potential reasons for the loss of talent and how industry and educational institutions can collaborate to help more women get into and thrive in advertising agency creative careers.

Сучасний український театр крізь призму фестивалю-премії «ГРА-GRA» (2018-2020 рр.)

Всеукраїнський театральний фестиваль-премія «ГРА-GRA» був започаткований Національною спілкою театральних діячів України у 2018 р. Він став першим загальнонаціональним театральним форумом за всі роки незалежності країни. У статті викладено інформацію про алгоритм фестивалю-премії, проаналізовано його статистику за 3 роки, зазначено основні тенденції театрального життя в сучасній Україні, які він виявив: децентралізованість та «персоналізованість», а не інституціональність мистецького процесу, завузьке коло креативних режисерських кадрів, самоізольованість окремих театрів/міст/областей від загальних комунікативних потоків. Також у статті зроблено акцент на виданні Альманаху фестивалю-премії як на спробі відродження «паперової» театральної критики в Україні.

STRATEGI MEDIA SOSIAL DAN CREATIVE BRANDING BANYUMU DALAM MEMBANGUN BRAND AWARENESS

This project has the objective of building Brand Awareness of a newcomer brand, Banyumu. Has an innovative product, namely a dispenser machine that is integrated with the application (mobile app) to refill drinking water in a tumbler (drinking bottle). Banyumu is here to provide a solution to Green Consumers' concerns when they want to refill drinking water in their tumbler when they are outside, and also aims to reduce the use of disposable drinking bottles. Using the theoretical foundation of branding, advertising, digital marketing communications, Brand Awareness, creativity in advertising, big ideas, and Creative Directors. To build Brand Awareness, of course, a brand must have an identity to be more easily recognized or remembered by the target audiens, especially Banyumu is a new brand. The use of the Guerrilla Marketing concept on social media (digital media) as the main media with Green Consumers as the main target audiens who are 18-35 years old and live in urban areas, who are active and have flexibility in the digital world.Banyumu has become a Brand Recognition from the Unaware Brand stage, which now makes it easier to introduce and market its products to a target audience. Brand Identity / Brand Elements, Key Visual, Brand Persona, Social Media Account, and Social Media Ads are the result of design that can be used by Banyumu.

What makes an effective antismoking campaign - insights from the trenches.

This paper describes traditionally effective approaches for anti-smoking mass media advertising and explores challenges and future directions for campaign planning. The changing characteristics of the current smoking population and media landscape are examined. Type of program or service: Anti-smoking mass media advertising campaigns. We present a commentary on the established creative and media strategies proven to be effective in prompting quit attempts among smokers, discuss new challenges facing anti-smoking campaign managers today and propose considerations for the future. Although evidence of effective approaches for tobacco control messaging and execution remains clear, the media landscape in Australia has changed dramatically in recent years with some audiences moving away from frequent and heavy television consumption towards online platforms and digital media channels. In addition, as smoking rates continue to fall, characteristics of current smokers are becoming increasingly relevant considerations for anti-smoking messaging and placement within a media environment that is becoming more expensive and fragmented. Funding anti-smoking advertising at the levels required to effectively prompt and maintain smoking cessation remains a high priority considering the extensive social and economic costs of smoking. Although it is known that hard-hitting, emotional and/or testimonial anti-smoking advertisements can be effective in prompting quit attempts, optimal media channel selection and media mix for reaching and engaging audience segments is dynamic in an ever-changing media landscape. Targeting media channels popular with lower socio-economic status (SES) smokers can efficiently achieve wide population exposure as well as effectively reaching population groups with higher smoking prevalence. A collaborative approach between health professionals, researchers, creative directors and media buyers is required to ensure advertising materials are communicating the right message for the audience, and that it is being delivered effectively.

Time’s Up/Advertising Meets Red Books: Hard Data and Women’s Experiences Underscore the Pivotal Nature of 2018

This interdisciplinary work provides insight into why 2018 was a pivotal year for women in American advertising. Specifically, the study uses quantitative and qualitative methodology to explore the number of women in advertising creative departments across the United States from 2012 to 2018, juxtaposed to interviews with women executives who signed on to launch Time’s Up/Advertising in 2018. Quantitative data are drawn from the Standard Directory of Advertising Agencies, also known as Red Books, the advertising industry’s leading database and represent 19,933 individuals across 3,154 agencies. They demonstrate that just 27.9% of all people within advertising creative departments are women and only 22.7% of all creative directors are women. Qualitative in-depth interview data are based on interviews with 25 executive advertising women who helped launch Time’s Up/Advertising. They demonstrate five key findings including the need for systemic accountability, measurable change-oriented outcomes, a more diverse workforce, safe and equitable work environments and a commitment from men at the top to support these changes. Overall, the advertising industry’s own data paint a less than optimal picture of the women’s employment in U.S. advertising creative departments, while the voices of the women advertising executives add texture to this challenging portrait of American advertising.