MANAGEMENT SLANT
- Best agency practice in the creative advertising-development process follows the canons of rhetoric, with creativity occurring at any of these stages.
- Creativity often is viewed narrowly as applying ideation techniques, but in keeping with rhetoric theory, it spans the whole advertising-development process.
- Creative ideation techniques are a version of classical rhetoric’s figures of speech but still need to be used in combination for skillful execution of ideas.
- Message-strategy development already is practiced in advertising, but rhetoric theory lays out aspects it needs to address.
- Academics have much to offer...