Artificial Intelligence in Advertising Creativity
Bibliographic Data
| ID | 21422960 |
|---|---|
| Authors | Demetrios Vakratsas (0000-0001-8596-4578, McGill University, corresponding author), Xin Wang (0000-0003-2833-6940, Western University) |
| Year | 2021 |
| Volume | 50 |
| Issue | 1 |
| Pages | 39-51 |
| Publication date | 2021-01-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0091-3367 • E-ISSN: 1557-7805 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00913367.2020.1843090 |
| OpenAlex | W3115720499 |
| Language | EN |
| Citations received | 22 |
| References cited | 29 |
The authors propose a creative advertising system (CAS) for the generation and testing of advertising creative ideas, founded on artificial intelligence (AI) principles. The proposed system emerges from a conceptual framework where advertising creativity is more broadly defined as a search process, the outcomes of which should be evaluated based on a set of rules. This broader definition provides a generative perspective and extends current approaches to advertising creativity that are mainly based on outcome measures such as perceived novelty and appropriateness (value). The framework is flexible enough to accommodate existing advertising concepts such as advertising templates and explain why executional advertising elements are not consistently effective across different ads. The proposed system can be used both as a reflection and a generation tool for advertising creators and offers promising opportunities for interdisciplinary research. Fundamentally, it can help aspiring and established creators understand that creativity is not an elite privilege but rather a systematic process which can be aided by data and computation
Advertising · Advertising campaign · Advertising research · Business · Creativity · Generative grammar · Native advertising · Novelty · Online advertising · Process (computing) · Set (abstract data type) · The Internet · World Wide Web · Aesthetic Perception and Analysis · Artificial Intelligence · Artificial Intelligence in Games · Computer Science · Creativity in Education and Neuroscience · Psychology · Social Psychology
Teaching advertising creativity at university
‘When AI has helped me get there, is it still my idea?’ identity dissonance in creative work under conditions of algorithmic co-production
Beyond the Hype
Inteligencia artificial generativa y liderazgo en agencias de publicidad
Forgiving the Algorithm? Consumer Responses to AI- vs. Human-Created Misrepresentative Ads
Philosophical Approach to Understanding Artificial Intelligence in Pedagogical Practice
Catering to clients
Reconsidering Ad Design Practices and Visual Aesthetics in Social Media Interactive Spaces
The AI Genie in the Bottle
Moral Framing in AI-Mediated Communication
AI and the social construction of creativity
Reklamcılık Ekosisteminin Paradigma Dönüştürücüsü
Understanding Twitter conversations about artificial intelligence in advertising based on natural language processing
Examining the effects of addressable TV advertising on children and their parents
Understanding Customer Responses to AI-Driven Personalized Journeys
Asking Questions of AI Advertising
Disclosing AI’s Involvement in Advertising to Consumers
Generative Artificial Intelligence in Marketing Communication
Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising
How Deepfakes and Artificial Intelligence Could Reshape the Advertising Industry
From friction to synergy
The commercialization of artificial intelligence brands
| Citations per year | 5.5 |
|---|---|
| Citation span | 2022 - 2026 (5) |
| Highly cited | No |