RT Journal Article
SR Electronic
T1 More than Just “Snap, Crackle, and Pop”
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 377
OP 390
DO 10.2501/JAR-53-4-377-390
VO 53
IS 4
A1 Robert J. Angell
A1 Catherine Angell
YR 2013
UL http://www.journalofadvertisingresearch.com/content/53/4/377.abstract
AB The current study introduces “Draw, Write, and Tell” (DWT), a creative method suitable for research with younger children between the ages of 5 and 11 years. A case study using an advertisement promoting Kellogg's Rice Krispies cereal illustrated how DWT can be implemented in practice. The researchers concluded that the method offers several benefits. Data quality was high as a result of participant and stakeholder buy-in, the application of visualization methods, and the possibility of data triangulation through its multi-method design. Advertisers can use the results for evaluating children's responses to advertising material. What is more, enhanced creativity provides an opportunity for the modification of communications. Limitations of DWT with directions for its future development also are considered.