McStay, A., 2010. A Qualitative Approach to Understanding Audience's Perceptions of Creativity in Online Advertising. Qualitative Report, 15 (1), pp. 37-58.
Full text not available from this repository.
Official URL: http://www.nova.edu/ssss/QR/QR15-1/mcstay.pdf
In this paper I seek to inquire upon audience's perceptions of creativity in online advertising – a heretofore poorly understood area. This paper initially outlines current academic understanding of creativity in online advertising, mainly derived from quantitative assessments. It then advances a qualitative methodology including diary-interviews and ethnographic online interviews across 41 participants. My starting point is a critique of the most comprehensive conceptual intervention in the area of advertising creativity - Smith and Yang’s (2004) typology of “relevance” and “divergence”. I assess to what extent this typology emerges from my participants’ data. Two key features of relevance - contextual relevance and intrusiveness - are explored in depth, producing deeper insights into their nature as perceived by participants.
|Subjects:||Social Sciences > Communication, Cultural and Media Studies|
|Deposited By:||Dr Andrew McStay LEFT|
|Deposited On:||14 Feb 2010 12:58|
|Last Modified:||07 Mar 2013 15:21|
|Repository Staff Only -|
|BU Staff Only -|
|Help Guide -||Editing Your Items in BURO|