Technology in the Idea Generation Process: Voices from the Agency

Autor/inn/en	Blakeman, Robyn; Taylor, Maureen
Titel	Technology in the Idea Generation Process: Voices from the Agency
Quelle	In: Journal of Advertising Education, 21 (2017) 1, S.6-12 (7 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1098-0482
DOI	10.1177/109804821702100104
Schlagwörter	Advertising; Information Technology; Administrator Attitudes; Brainstorming; Design; Teaching Methods; Creativity; Computer Use; Freehand Drawing; Cooperation; Professional Personnel + Suchen Sie Ihr Suchwort? Werbung; Informationstechnologie; Teaching method; Lehrmethode; Unterrichtsmethode; Kreativität; Drawing; Zeichnen; Co-operation; Kooperation; Personalbestand
Abstract	Today's advertising students are digital natives who grew up embracing technology in all facets of their lives. This study reports the results of a survey of 39 advertising creatives and art directors as they described the role that technology plays in the conceptualization process at advertising agencies around the country. The findings suggest that idea generation is still developed with pen and paper, but that computers are best suited for the final designs, as the ideation process moves to production. The research findings suggest ways forward in advertising pedagogy, especially curricula in the design sequences, as advertising educators teach the next generation of creatives. (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01