• Summary
  • Contents
  • Subject index

The discipline of communication has grown in popularity from the time professors of journalism and speech decided, in the mid-1960s, that the term “communication” was an excellent general descriptor for the theory and research that each group aspired to create.  Over time, the two groups grew closer and recognized significant overlap in their theoretical and research interests, but there were also differences in their traditions that kept them apart.  While both groups agreed that communication is a practical discipline, journalism professors focused a great deal of their attention on the education of media professionals.  Speech professors, on the other hand, often were more oriented to the liberal arts and valued the fact that communication could be approached from a variety of traditions, including the arts, ...

Creative Development and Copywriting in Advertising Campaigns
Creative development and copywriting in advertising campaigns

You know the myth that creativity is a divine spark the exclusivity of innate creative ability steers some away from careers in creative fields. Certainly, it does no harm to the ego of a successful “creative” (the adjective has become a noun in advertising) to argue that creativity cannot really be taught. But it is the elusiveness of the divine spark of creativity, not exclusiveness, that really sustains its aura.

That is not to say that there's no such thing as creative genius. In an advertising agency, clever, persuasive, and powerful creative concepts arise, but only after a lot of both individual and collaborative work goes into preparing the contexts in which they ...

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