Menfraevo. Evolution of mental frameworks in advertising creativity as heuristic theory.
Menfraevo. Evolution of mental frameworks in advertising creativity as heuristic theory.
Menfraevo. Evolution of mental frameworks in advertising creativity as heuristic theory.
Menfraevo. Evolution of mental frameworks in advertising creativity as heuristic theory.
Menfraevo. Evolution of mental frameworks in advertising creativity as heuristic theory.
Menfraevo. Evolution of mental frameworks in advertising creativity as heuristic theory.
Menfraevo. Evolution of mental frameworks in advertising creativity as heuristic theory.
Menfraevo. Evolution of mental frameworks in advertising creativity as heuristic theory.
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Menfraevo. Evolution of mental frameworks in advertising creativity as heuristic theory.

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ABSTRACT: After studying and analysing
the theories of Marçal Moliné, Tony
Cullingham, Pete Barry and Christian
Salmon on advertisements, campaigns
and storytelling, the author introduces
the hypothesis that there are currently
four types of advertising creative
thinking which come from the two last
centuries. These four types of thinking
(mental frameworks) have identified
four different stages in the history
of modern advertising: plain thinking
and aesthetic thinking (information age),
operational thinking or idea (single ad
age) and strategic thinking or concept
(campaign age and virtual reality age).

Published in: Marketing
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