Creativity identity in Colombia : the advertising creatives' perspective
Roca, David (Universitat Autònoma de Barcelona)
Wilson, Bradley (Universidad de los Andes)
Barrios Rubio, Andrés (Universidad de los Andes)
Muñoz Sánchez, Omar (Universidad Pontificia Bolivariana)

Data:	2017
Resum:	This exploratory paper analyzes the way in which context influences advertising creativity practices. To establish the role of context this paper utilized both Social Identity theory and Systems Model of Creativity. Twenty four in-depth interviews with top Creative Directors of the main advertising agencies in Colombia (Latin America) were performed to discover if there is a country Creative Identity. Data suggests there is an identity of sorts but this is still under construction. However, some facets of a Colombian creative identity and the way in which Directors' perceive differences in creativity identity also emerged. A key contribution of the paper is to establish the influence of the broader Colombian social context on shaping the overarching creative identity including the unique business characteristics in the Colombian communications industry. These findings extend the Systems Model of Creativity to include social hardships (e. g. , within the socio economic environment), and also incorporate industry level characteristics (e. g. , a vast number of conservative and risk adverse clients). These factors contribute to a developing identity. These results when reflected on against the Systems Model of Creativity highlight several practical implications not only in relation to Colombia, but also the broader global advertising industry.
Drets:	Tots els drets reservats.
Llengua:	Anglès
Document:	Article ; recerca ; Versió sotmesa a revisió
Matèria:	Advertising ; Awards ; Creativity ; Identity ; Interviews ; Creative identity
Publicat a:	International journal of advertising, Vol. 36 Núm. 6 (2017) , p. 831-851, ISSN 0265-0487

DOI: 10.1080/02650487.2017.1374318

Pre-print 40 p, 644.0 KB

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Documents de recerca > Documents dels grups de recerca de la UAB > Centres i grups de recerca (producció científica) > Ciències socials i jurídiques > Grup de Recerca en Publicitat i Relacions Públiques (GRP)
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