Ghaffari, Mahsa, Hackley, Chris and Lee, Zoe ![]() |
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Abstract
This article reports findings from an extended multimethod 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 USD $100 million. Findings focus on three sets of overlapping, aggregated social practices—labeled control power, knowledge power, and persuasive power—that serve to work around tensions over creative output 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.
Item Type: | Article |
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Date Type: | Published Online |
Status: | Published |
Schools: | Business (Including Economics) |
Publisher: | Taylor & Francis |
ISSN: | 0091-3367 |
Date of First Compliant Deposit: | 29 March 2019 |
Date of Acceptance: | 18 March 2019 |
Last Modified: | 29 Nov 2024 14:45 |
URI: | https://orca.cardiff.ac.uk/id/eprint/121064 |
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Cited 11 times in Scopus. View in Scopus. Powered By Scopus® Data
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