What is creative to whom and why? Perceptions in advertising agencies

The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that current advertising position influences subjective perceptions of what constitutes creative advertising. Creatives tend to perceive advertisements as more appropriate if they are artistic, but account executives tend to perceive advertisements as more appropriate if they are strategic. The study also indicates that creatives have a distinctive preference for a strong originality component to strategy. To be original within the confines of a tight strategy is perceived as the most creative by advertising creatives. Account executives are so focused on strategy, they will often accept artistic advertisements as a substitute for truly original work. The authors consider future research implications of the study and its limitations

Can media neutrality limit creative potential? Understanding advertising’s use of ideation templates fares across media

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

An Investigation into the Poor Survival of an Endangered Coho Salmon Population

To investigate reasons for the decline of an endangered population of coho salmon (O. kisutch), 190 smolts were acoustically tagged during three consecutive years and their movements and survival were estimated using the Pacific Ocean Shelf Tracking project (POST) array. Median travel times of the Thompson River coho salmon smolts to the lower Fraser River sub-array were 16, 12 and 10 days during 2004, 2005 and 2006, respectively. Few smolts were recorded on marine arrays. Freshwater survival rates of the tagged smolts during their downstream migration were 0.0–5.6% (0.0–9.0% s.e.) in 2004, 7.0% (6.2% s.e.) in 2005, and 50.9% (18.6% s.e.) in 2006. Overall smolt-to-adult return rates exhibited a similar pattern, which suggests that low freshwater survival rates of out-migrating smolts may be a primary reason for the poor conservation status of this endangered coho salmon population

Science Priorities for Seamounts: Research Links to Conservation and Management

Seamounts shape the topography of all ocean basins and can be hotspots of biological activity in the deep sea. The Census of Marine Life on Seamounts (CenSeam) was a field program that examined seamounts as part of the global Census of Marine Life (CoML) initiative from 2005 to 2010. CenSeam progressed seamount science by collating historical data, collecting new data, undertaking regional and global analyses of seamount biodiversity, mapping species and habitat distributions, challenging established paradigms of seamount ecology, developing new hypotheses, and documenting the impacts of human activities on seamounts. However, because of the large number of seamounts globally, much about the structure, function and connectivity of seamount ecosystems remains unexplored and unknown. Continual, and potentially increasing, threats to seamount resources from fishing and seabed mining are creating a pressing demand for research to inform conservation and management strategies. To meet this need, intensive science effort in the following areas will be needed: 1) Improved physical and biological data; of particular importance is information on seamount location, physical characteristics (e.g. habitat heterogeneity and complexity), more complete and intensive biodiversity inventories, and increased understanding of seamount connectivity and faunal dispersal; 2) New human impact data; these shall encompass better studies on the effects of human activities on seamount ecosystems, as well as monitoring long-term changes in seamount assemblages following impacts (e.g. recovery); 3) Global data repositories; there is a pressing need for more comprehensive fisheries catch and effort data, especially on the high seas, and compilation or maintenance of geological and biodiversity databases that underpin regional and global analyses; 4) Application of support tools in a data-poor environment; conservation and management will have to increasingly rely on predictive modelling techniques, critical evaluation of environmental surrogates as faunal “proxies”, and ecological risk assessment

I love creative advertising : what itiIs, when to call foriIt, and how to achieve it

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Can the truth hurt? How honest and persuasive advertising can unintentionally lead to increased consumer skepticism

In some situations, unsought, honest, but persuasive advertising claims may be difficult for many consumers to believe. To resist the hidden tactics and persuasive efforts of advertisers, defensively motivated consumers may challenge claims even if they have no rational reason for doing so. That is, consumer skepticism may evolve as a defensive coping and reactance response to pervasive advertising attempts.24 page(s

Writing race in Haiti's constitutions : synecdoche and negritude in post-revolutionary Haiti.

All political universals rely on a synecdoche in which a part of the population is taken to represent the whole. Modernity is characterized by a white supremacist synecdoche that selects the white portion of a population to stand in for the whole population. Haiti’s early constitutions invert this synecdoche, picking out the black population as representative of the whole. This thesis analyze Haiti’s 1805, 1806, 1807, and 1816 Constitutions for this synecdochal inversion. These synecdoches rearticulate Modernity in a way that frustrates Modernity’s white supremacist foundation. Because of this, Haiti’s early Constitutions are rich resources for negritude

Customers behaving badly!

27 page(s