This exploratory study investigates the convergence of marketing communications and AI-powered technology in higher education, adopting a perspective on student interactions with generative AI tools. Through a comprehensive content analysis of learners' responses, we employed a blend of manual scrutiny, Python-generated Word Cloud, and Latent…

Within the evolving landscape of advertising, educators and employers continuously strive to recognize students and potential employees for every competitive advantage. Creativity, a pivotal determinant of campaign effectiveness, has been recognized as the foremost soft skill sought by employers according to LinkedIn. Grounded in trait theory,…

While people approach creative actions in diverse ways, navigating them effectively requires self-regulatory effort. In this preregistered experiment, we examined whether simple self-regulation prompts, provided across the stages of the creative process, make the outcomes more creative. Participants (N = 332) engaged in one of three creativity…

This article examines Soviet social, political, and moralizing posters. The textual and visual images of Soviet poster-making with their thematic meanings are explored, and the role of poster creativity in forming the moral and ethical qualities of the younger generation is analyzed. Results suggest that the Soviet poster becomes a means of…

Previous studies have revealed that creative advertisements are recognized and recalled better than their less creative counterparts. Remembering and forgetting are two sides of the same coin of memory, denoting memory's storage and elimination functions, respectively, which can both potentially impact advertising effectiveness. To date, there…

Purpose: This study aims to establish a new model that elucidates the mechanism behind the long-term effects of creativity training. Previous studies have only explored influential positive factors when examining the transfer mechanism of creativity training. However, the transfer mechanism must encompass the negative factors of creative abrasion…

The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual-task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was…

Interest in using generative artificial intelligence (GenAI) in design education is growing, yet its impact on students' creative processes and motivation remains underexplored, especially in advertising design. This qualitative exploratory case study examined how GenAI tools influenced 12 undergraduate graphic and multimedia design students…

This study investigates whether laypersons can distinguish between creative and non-creative artifacts, identify when creativity emerges, and be aware of the merit to be attributed to those who conceive a creative idea. Study 1 analyzed a creative and a non-creative version of two advertisements. In the creative version, there was an ideational…

Impromptu speaking is a typical exercise in communication-focused courses. This format is often used to practice reducing or assess speaking anxiety, getting to know one another, and delivering project updates and ceremonial remarks. For students to practice their skills in quick thinking and speech preparation, instructors commonly have students…

Highly creative advertisements are the end-products of creativity in advertising, and their creation is generally thought to be driven by strategic planning. Thus, 534 Clio-awarded advertisements from the years 2011-2014 were content-analyzed to determine whether implications of two popular planning frameworks, functional matching and the Foote,…

This invited essay discusses why I teach advertising, offering insight about the benefits of combining analytical and creative perspectives by reframing how creativity is used in the classroom.

The advent of neoliberal school reforms and school marketisation compels schools to advertise extensively and creatively for student recruitment. This chapter focuses on a particular school that has converted and modified structural features like perimeter walls for advertisement and showcasing purposes. Employing an anecdotal discourse analysis,…

To date, research in advertising has focussed almost exclusively on metaphor, with linguists and marketing scholars paying very little attention to alternative types of figurative expression. Beyond the finding that metaphor leads to an increased appreciation of advertisements, there has been surprisingly little research into how consumer response…

Providing students with employability skills is an important aspect of advertising education. However, as educators we must also be prepared to encourage students to think about a brand's responsibility and consider how advertising can help address important issues facing society.