A Qualitative Approach to Understanding Audience's Perceptions of Creativity in Online Advertising

Autor/in	McStay, Andrew
Titel	A Qualitative Approach to Understanding Audience's Perceptions of Creativity in Online Advertising
Quelle	In: Qualitative Report, 15 (2010) 1, S.37-58 (22 Seiten)Infoseite zur Zeitschrift PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-0147
Schlagwörter	Creativity; Advertising; Audience Analysis; Classification; Interviews; Diaries; Intervention; Perception; Qualitative Research; Phenomenology; Researchers; Research Methodology; Measurement Techniques; Internet; Questionnaires; Sampling + Suchen Sie Ihr Suchwort? Kreativität; Werbung; Classification system; Klassifikation; Klassifikationssystem; Interviewing; Interviewtechnik; Diary; Tagebuch; Wahrnehmung; Qualitative Forschung; Phenomenological psychology; Phänomenologie; Psychologie; Researcher; Forscher; Research method; Forschungsmethode; Messtechnik; Fragebogen
Abstract	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. (Contains 2 figures.) (As Provided).
Anmerkungen	Nova Southeastern University. 3301 College Avenue, Fort Lauderdale, FL 33317. Tel: 954-262-5389; Fax: 954-262-3970; Web site: http://www.nova.edu/ssss/QR
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10