The Handbook of International Advertising Research

11

International Advertising Creativity

Sheila L. Sasser

Introduction

A creative renaissance is underway across the globe, fueled by a coupling of technological and artistic innovations that have allowed scholars to break through earlier barriers in cross-cultural advertising creativity research. Forged from an organic synthesis of art and science, this collaborative, interdisciplinary creative movement is facilitated by a confluence of factors such as co-creation, brand creativity, social media proliferation, mobile devices, technology integration, online sharing, search optimization, and learning frameworks. This mix evolved from behavioral and cultural trends surfacing from a technological wave of change and prompting a closer look at creativity. Is this a new convergence of creativity and media?

A new, invigorated stream of research into creativity in experimentation, interpretation, and innovation for international advertising is underway. Creativity seems to be sprouting in unusual places; propelled by huge global changes, this truly unprecedented and rapid evolution in the study of international advertising, marketing, and communication creativity stimulates students, academics, and practitioners to break through earlier barriers and have a fresh look at what is now possible. Creative economies are breathing new life into old cities globally.

In order to examine international advertising creativity and determine research agendas, it is important to assess past research studies ...