RT Journal Article
SR Electronic
T1 Can Media Neutrality Limit Creative Potential?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2018-040
DO 10.2501/JAR-2018-040
A1 Tevi, Alexander
A1 Koslow, Scott
A1 Parker, John
YR 2018
UL http://www.journalofadvertisingresearch.com/content/early/2018/10/18/JAR-2018-040.abstract
AB 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.