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Can Media Neutrality Limit Creative Potential?

How Advertising's Use of Ideation Templates Fares across Media

Alexander Tevi, Scott Koslow, John Parker
DOI: 10.2501/JAR-2018-040 Published 1 September 2019
Alexander Tevi
Nottingham Trent University,
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  • For correspondence: alexander.tevi@ntu.ac.uk
Scott Koslow
Macquarie University,
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  • For correspondence: scott.koslow@mq.edu.au
John Parker
Macquarie University,
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  • For correspondence: john.parker@mq.edu.au
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ABSTRACT

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media. Some 207 advertising professionals responded to a hypothetical brief with one print and one television advertisement. Self-reported results showed that ideas from two media-dependent techniques (unification and metaphor) worked well across media, whereas ideas from one message-dependent technique (extreme consequence) and the control condition did not. By their nature, however, media-dependent techniques make for less-consistent content across media, whereas message-dependent techniques have more consistent expressions across media. Campaign consistency and quality therefore trade off, limiting media neutrality.

  • Received May 2, 2017.
  • Received (in revised form) February 5, 2018.
  • Accepted May 24, 2018.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 3

Journal of Advertising Research: 59 (3)
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Can Media Neutrality Limit Creative Potential?
Alexander Tevi, Scott Koslow, John Parker
Journal of Advertising Research Sep 2019, 59 (3) 312-328; DOI: 10.2501/JAR-2018-040

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Can Media Neutrality Limit Creative Potential?
Alexander Tevi, Scott Koslow, John Parker
Journal of Advertising Research Sep 2019, 59 (3) 312-328; DOI: 10.2501/JAR-2018-040
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