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Jorge del Río-Pérez e-mail(Login required)

Abstract

747
This paper shows up that advertising creativity does not arouse too much interest within the academic framework. It defines the principles causes of the lack of academic interest and analyzes the main authors and studies than have taken notice of the research of this phenomenom. The aim is relaunch the interest in creativity as an academic field taken notice of it through a practical and multidisciplinar point of view.

Keywords

Advertising, Advertising creativity, Creative process, Creative personality, Creative product, Ideation

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