Technology in the Idea Generation Process: Voices from the Agency

Abstract

Today's advertising students are digital natives who grew up embracing technology in all facets of their lives. This study reports the results of a survey of 39 advertising creatives and art directors as they described the role that technology plays in the conceptualization process at advertising agencies around the country. The findings suggest that idea generation is still developed with pen and paper, but that computers are best suited for the final designs, as the ideation process moves to production. The research findings suggest ways forward in advertising pedagogy, especially curricula in the design sequences, as advertising educators teach the next generation of creatives.

What Novice Art Directors Need to Know Beyond Their Portfolio

“…Covering the basics of ideation, layout and design, visuals, type, color, and media selection (Blakeman & Taylor, 2017) is much easier for institutions with a creative track. But for institutions without creative tracks, educators might consider focusing more exercises on smaller more conceptually driven assignments where ideas do not have to be produced, but presented based on a brief.…”

“…Although the handheld paper-driven portfolio of old is not quite dead (Half, 2017), more current research on digital portfolios has concentrated on the role technology now plays in both portfolio preparation and the conceptualization process (Blakeman & Taylor, 2017; Habib, 2015; Nikirk, 2008). Additional research on the topic has explored the differences between how traditional university programs and portfolio schools prepare art directors and copywriters to land a job in advertising (Haley & Blakeman, 2006).…”

Advertising Education at a Crossroad

“…It is clear that the current status of advertising education calls for thought leadership to initiate the curriculum revision across advertising programs. Although there have been some calls regarding the need for change in the advertising curriculum (e.g., Blakeman & Taylor, 2017;Broyles & Slater, 2014;Habib, 2015;Newell, Tavanapong, & Berghefer, 2017;Uslay, 2018), such efforts have not materialized in a concerted manner. Advertising education is currently at a critical juncture where thought leaders must emerge and guide the direction.…”

Case Study: Teaching Design in Advertising. Lessons From a Portfolio School

“…Recent studies about teaching advertising design have looked at the role that technology like computers and software programs play in the overall conceptualization process (Blakeman & Taylor, 2017;Habib, 2015). Technology has changed how final ads are delivered, but research has shown it has not changed how conceptualization is taught.…”

“…Technology has changed how final ads are delivered, but research has shown it has not changed how conceptualization is taught. Studies have shown that both educators and students recognize that working with pen and paper is still the best and fastest way to come up with multiple ideas with many considering the computer a major distraction that can slow the conceptual process down (Blakeman & Taylor, 2017;Habib, 2015).…”