[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 창의성을 자원과 광고 교육

출처: 한국방송광고공사 - 광고연구
 

Abstract

Resources for Creativity and Advertising Education

Kwak, Won - Seob
(professor, Dept. of Industrial & Organizational psychology, Hoseo University)

Cha, Kyeong - Ho
(professor, Dept. of Industrial & Organizational psychology, Hoseo University)

 

The purpose of this study was to examine whether creativity that was believed to be the most important concept in advertising processes could be enhanced by advertising education. In general, creativity is defined by the product that is novel and appropriate. However, the definitions of creativity are different depending on which aspect of creativity is emphasized. Creativity may be defined by products, processes, people, or evaluation processes. Previous studies suggest that creativity are influenced by several factors. The present study assumed the six resources for creativity were intellectual ability, knowledge, cognitive style, creative personality, motivation, and creative environments. The roles of the six resources in enhancing creativity were examined based on previous psychological studies on creativity. The implications that the results of the psychological studies had on enhancing creativity in advertising education were examined. Finally, the limitations of the present study was discussed.

keyword : advertising education, creativity, intellectual ability