Educating Creativity in Advertising School by Using Innovation in Technology
Ključne riječi:
creativity, education, technology, academia, creative industries, advertisingSažetak
This paper aims to highlight the role of innovative technology in academia to support creative thinking and applied knowledge, during transition on the market. The Romanian advertising has been paid much attention to in the last 10 years also because of branding strategies and updating creativity. Awarded at Cannes and Golden Drum many times, Romanian campaigns revealed an unexpected paradox: creativity development despite economic and political situation. For this reason, the present study intends to investigate the extent to which creativity is related to technology in academia by using specific skills. Therefore, the main research method is a semi-structured survey applied to 156 Bachelor students from 3 different universities. Additionally, we conducted 12 interviews with tutors specialized in advertising and communication, who teach classes where students acquire professional skills and think creatively. Interviews are meant to underline the role of innovative tools in sharing their knowledge to the students, while the survey highlights the students’ perception of creativity in universities. In conclusion, our study focuses on the way educational system meets the requirements of Millenials, preparing for a very competitive and creative work force.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Reference
Byttebier, I., Vullings, R. (2015), Creativity in Business, The Basic Guide for Generating and Selecting Ideas, BIS Publishers, Amsterdam.
Carey, C., Matlay, H. (2010), “Creative disciplines education: a model for assessing ideas in entrepreneurship education?”, Education+ Training, Vol. 52 No. 8/9, pp.694-709.
Chiu, H.C., Yeh, Y.C. (1998), “Definition of Technological Creativity”, published at the 1998 Technological Creativity Symposium in Kaohsiung, Sun Yat-Sen-sen University, Kaohsiung, pp. 21-34.
Edquist, C. (2005), “Systems of Innovation, Perspectives and Challenges”, in Fagerberg, J., Mowery, D.C., Nelson, R.R. (Eds.), The Oxford Handbook of Innovation, Oxford University Press, Oxford, pp. 181-208.
El-Murad, Z., West, D.C. (2004), “The definition and measurement of creativity: what do we know”, Journal of Advertising Research, Vol. 44, pp.188-201.
Kim, B.H., Han, S., Yoon, S. (2010), “Advertising creativity in Korea: scale development and validation”, Journal of Advertising, Vol. 39 No. 2, pp. 93-108.
Moriarty, S. E. (1991), Creative Advertising, Theory and Practice, 2nd edition, Prentice Hall, New Jersey.
Paletz, P., Peng, K. (2009), “Problem finding and contradiction: examining the relationship between naïve dialectical thinking, ethnicity, and creativity”, Creativity Research Journal, Vol. 21, pp. 139-151.
Runco, M. A., Jaeger, G. J. (2012), “The standard definition of creativity”, Creativity Research Journal, Vol. 24, pp. 92-96.
Schimp, T. (2010), Integrated Marketing Communication in Advertising and Promotion, 8th edition, Cengage Learning, South Western.
Sheinin, D. A., Varki, S., Ashley, C. (2011), “The differential effect of ad novelty and message usefulness on brand judgements”, Journal of Advertising, Vol. 40 No. 3, pp. 5-18.
Somervell, H. (1993), “Issues in assessment, enterprise and higher education: the case for self, peer and collaborative assessment”, Assessment & Evaluation in Higher Education, Vol. 18 No. 3, pp. 221-233.
Wu, C. S., Lee, C.J., Tsai L. F. (2012), “Influence of creativity and knowledge sharing on performance”, Journal of Technology Management in China, Vol. 7 No.1, pp. 64-77.
Yu, F., Peng, T., Peng, K., Zheng, S.X., Liu, Z. (2016), “The semantic network model of creativity: analysis of online social media data”, Creativity Research Journal, Vol. 28 No. 3, pp. 268-274.
