Creativity

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Strategies for More Effective Six-Second Video Advertisements
Colin Campbell, Erin Pearson

Journal of Advertising Research Sep 2021, 61 (3) 260-275; DOI: 10.2501/JAR-2020-023
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How Does Consumer Insight Support The Leap to a Creative Idea?
John Parker, Scott Koslow, Lawrence Ang, Alexander Tevi

Journal of Advertising Research Mar 2021, 61 (1) 30-43; DOI: 10.2501/JAR-2020-012
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Multimodal Perceptual Processing of Cues In Food Ads: Do You Smell What You See?
Yamen Koubaa, Amira Eleuch

Journal of Advertising Research Mar 2021, 61 (1) 78-94; DOI: 10.2501/JAR-2020-006
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The Impact of Source Effects on the Evaluation of Music for Advertising
Manuel Anglada-Tort, Steve Keller, Jochen Steffens, Daniel MüLlensiefen

Journal of Advertising Research Mar 2021, 61 (1) 95-109; DOI: 10.2501/JAR-2020-016
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Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising Professionals
Erik Modig, Micael Dahlen

Journal of Advertising Research Sep 2020, 60 (3) 324-336; DOI: 10.2501/JAR-2019-009
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Why Do Great Creative Ideas Get Rejected?
Mark Kilgour, Scott Koslow, Huw O'Connor

Journal of Advertising Research Mar 2020, 60 (1) 12-27; DOI: 10.2501/JAR-2019-028
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Can Your Advertisement Go Abstract Without Affecting Willingness to Pay?
Francesco Massara, Daniele Scarpi, Daniele Porcheddu

Journal of Advertising Research Mar 2020, 60 (1) 28-37; DOI: 10.2501/JAR-2019-005
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The Effects of Communicating Passion in Advertising
Micael Dahlen, Helge Thorbjørnsen, Jonas Colliander, Sara Rosengren, Alice Gemvik, Christian Thorwid

Journal of Advertising Research Mar 2020, 60 (1) 3-11; DOI: 10.2501/JAR-2019-040
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Gotcha! Realism of Comedic Violence And Its Impact on Brand Responses
Malgorzata Karpinska-Krakowiak

Journal of Advertising Research Mar 2020, 60 (1) 38-53; DOI: 10.2501/JAR-2019-004
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Best Measures of Attention To Creative Tactics in TV Advertising
Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, Duane Varan

Journal of Advertising Research Sep 2019, 59 (3) 295-311; DOI: 10.2501/JAR-2019-002

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