The Element of Surprise as a Key Tactic in Installation Advertising Creativity
نویسندگان
چکیده
منابع مشابه
Advertising Creativity: Balancing Surprise and Regularity
Successful creativity management is the hallmark of a vital and prosperous advertising agency: "The most important function of an agency is designing creative ads" (Tellis, 1998: 93). It is the only organizational instance in which Creativity is the name of a department headed by a Creative Director. Creative thought is so valuable in advertising agencies that entire business structures are som...
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چکیده ندارد.
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This paper describes a computational model for creativity in which surprise plays a central role. There is no doubt that creative products, being unexpected and unpredictable products, cause surprise. In order to make those products surprising and supported by recent evidences from neuroscience, which say emotions are biasing devices in decision-making, we defend that decisions made during the ...
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ژورنال
عنوان ژورنال: International Design Journal (Print)
سال: 2023
ISSN: ['2090-9640', '2090-9632']
DOI: https://doi.org/10.21608/idj.2023.296266