Control, Knowledge and Persuasive Power in Advertising Creativity : An Ethnographic Practice Theory Approach. / Ghaffari, Mahsa; Hackley, Christopher; Lee, Zoe.

In: Journal of Advertising, Vol. 48, No. 2, 07.2019, p. 242-249.

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Control, Knowledge and Persuasive Power in Advertising Creativity : An Ethnographic Practice Theory Approach. / Ghaffari, Mahsa; Hackley, Christopher; Lee, Zoe.

In: Journal of Advertising, Vol. 48, No. 2, 07.2019, p. 242-249.

Research output: Contribution to journalArticle

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Ghaffari, Mahsa ; Hackley, Christopher ; Lee, Zoe. / Control, Knowledge and Persuasive Power in Advertising Creativity : An Ethnographic Practice Theory Approach. In: Journal of Advertising. 2019 ; Vol. 48, No. 2. pp. 242-249.

BibTeX

@article{81062c0dff2445cdb33678aac638b410,
title = "Control, Knowledge and Persuasive Power in Advertising Creativity: An Ethnographic Practice Theory Approach",
abstract = "This paper reports findings from an extended multi-method ethnographic study into the social practices of advertising creativity. The study was conducted in a major Iranian creative advertising agency that has many international clients and earns annual billings equivalent to more than $US100 million. Findings focus on three sets of overlapping aggregated social practices labelled Control Power, Knowledge Power and Persuasive Power that serve to work around tensions over creative output in order to accomplish the dual goals of creating good, effective work and persuading the client to buy in to the creative strategy. We conclude with implications for future practice and research. ",
keywords = "Advertising, Ad agencies, CREATIVITY, Ethnography, Iranian advertising",
author = "Mahsa Ghaffari and Christopher Hackley and Zoe Lee",
year = "2019",
month = jul,
doi = "10.1080/00913367.2019.1598310",
language = "English",
volume = "48",
pages = "242--249",
journal = "Journal of Advertising",
number = "2",

}

RIS

TY - JOUR

T1 - Control, Knowledge and Persuasive Power in Advertising Creativity

T2 - An Ethnographic Practice Theory Approach

AU - Ghaffari, Mahsa

AU - Hackley, Christopher

AU - Lee, Zoe

PY - 2019/7

Y1 - 2019/7

N2 - This paper reports findings from an extended multi-method ethnographic study into the social practices of advertising creativity. The study was conducted in a major Iranian creative advertising agency that has many international clients and earns annual billings equivalent to more than $US100 million. Findings focus on three sets of overlapping aggregated social practices labelled Control Power, Knowledge Power and Persuasive Power that serve to work around tensions over creative output in order to accomplish the dual goals of creating good, effective work and persuading the client to buy in to the creative strategy. We conclude with implications for future practice and research.

AB - This paper reports findings from an extended multi-method ethnographic study into the social practices of advertising creativity. The study was conducted in a major Iranian creative advertising agency that has many international clients and earns annual billings equivalent to more than $US100 million. Findings focus on three sets of overlapping aggregated social practices labelled Control Power, Knowledge Power and Persuasive Power that serve to work around tensions over creative output in order to accomplish the dual goals of creating good, effective work and persuading the client to buy in to the creative strategy. We conclude with implications for future practice and research.

KW - Advertising

KW - Ad agencies

KW - CREATIVITY

KW - Ethnography

KW - Iranian advertising

U2 - 10.1080/00913367.2019.1598310

DO - 10.1080/00913367.2019.1598310

M3 - Article

VL - 48

SP - 242

EP - 249

JO - Journal of Advertising

JF - Journal of Advertising

IS - 2

ER -