Contribution to the conceptualization of a new research area is lying at the interface of psychology of creativity and of advertising. The object of investigation of the psychology of creative advertising is not merely a study of the authors of advertising as such, but also an analysis of creative expressions in the advertising products. Here we shall focus on a theoretical definition of the object of investigation in the psychology of advertising, on indicators of creative force and a search for common criteria of creativity in a consensual assessment of creativity by experts. Next, we shall outline the selected research procedures and methods taking support primarily in a qualitative analysis of interviews with the 'artificers of advertising' - the copywriters.
M. Falat, Ustav experimentalnej psychologie SAV, Dubravska cesta 9, 813 64 Bratislava, Slovak Republic
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