Search

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Creative practice in advertising is often lauded for its novelty, which is recognised in industry awards and other forms of peer evaluation. However, advertising is commonly required to address broad audiences, which means it needs to reflect popular and common cultural ideas. When developing ideas for a new project, advertising creatives usually undertake a research process that allows them to draw upon popular culture texts and previous advertisements. In the pre-digital era, this activity largely depended on the creative's relationship to their social milieu, but following the arrival of the Internet and the search engine, the creative research process has expanded in scope and become much faster. However, the idea that search, and we refer particularly to Google search, neutrally supports creative practice requires greater scrutiny. In this article, we explore how Google connects advertising creatives to cultural references by considering research on practitioners' everyday actions through the lens of transactive memory theory and models of creative process. [ABSTRACT FROM AUTHOR]

This article explores the use of Google search by art directors and copywriters when developing creative advertisements. It aims to reveal the influence of the widely applied search engine on creative process actions, including information gathering and ideation. In-depth interviews with practitioners are analyzed with reference to literature on advertising creativity and search engine personalization. This exploratory study argues that while serving as a convenient means of accessing digital media content, the personalization capabilities of Google search limit exposure to the qualitatively diverse information needed to trigger new ideas. As such, this article provides valuable insight into the complexities of producing advertisements in the digital media era and highlights avenues for further research into the information-gathering strategies of creative practitioners. [ABSTRACT FROM AUTHOR]

Transformations' art director reflects on ten years of work on Transformations. She focuses on her innovative designs for the journal's cover art, specifically color choices, selecting and cropping photographs and drawings, and discusses cover designs aimed to provoke questions about the connections between the covers and the articles. [ABSTRACT FROM AUTHOR]