Analysis of research on creativity in advertising in Spain from 1980-2012
DOI:
https://doi.org/10.3145/epi.2014.jul.08Keywords:
Advertising, Creativity, Research on advertising creativity, Scientific divulgation, Scientific journals, Content analysis.Abstract
We provide a content analysis of the research published on advertising creativity in Spanish communication journals of the first and second quartile of the In-Recs index (2011 edition):Â Anàlisi (from 1980 to 2012), Comunicar (from 1993 to 2012), Comunicación y sociedad (from 1988 to 2012), Doxa (from 2003 to 2012), Questiones publicitarias (from 1993 to 2012), Revista latina de comunicación social(from 1998 to 2012), Trípodos (from 1996 to 2012), and Zer (from 1996 to 2012). The authors analysed 3406 papers to determine the level of interest in advertising creativity evidenced in these scientific journals. Only 0.20% of the studies analyzed focused on advertising creativity.
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