The goal of this study was to systematically review advertising creativity research published between 2009 and 2023, updating the 3Ps framework—person, place, and process The review of 106 articles revealed a notable surge in creativity-focused research, mirroring broader digital transformation and artificial intelligence (AI) industry shifts. Although “process” retains the most scholarly attention, the “person” dimension remains integral, while the “place” dimension lags behind at just three percent of published studies. Building on these insights, this review highlights how AI’s disruptive potential reshapes both creative workflows and pedagogical strategies in advertising education. Recommended teaching approaches include AI-integrated curriculum design, experiential learning simulations, and comprehensive creativity assessments aligned with the 3Ps. Together, these findings emphasize the need for a more expansive 3Ps framework to address the evolving demands of advertising creativity in a technologically driven era.
AltstielT.GrowJ.AugustineD.JenkinsJ. L. (2023). Advertising creative: Strategy, copy, and design (6th edition). Sage.
2.
AmabileT. M. (1983). The social psychology of creativity: A componential conceptualization. Journal of Personality and Social Psychology, 45(2), 357–376. https://doi.org/10.1037/0022-3514.45.2.357
AmeenN.SharmaG. D.TarbaS.RaoA.ChopraR. (2022). Toward advancing theory on creativity in marketing and artificial intelligence. Psychology & Marketing, 39(9), 1802–1825. https://doi.org/10.1002/mar.21699
5.
AuerT.HoppeJ. A.ThommesK. (2024). Time perspectives and collaborative performance in creative tasks. Journal of Organizational Effectiveness: People and Performance, 11(4), 1023–1042. https://doi.org/10.1108/JOEPP-07-2023-0285
6.
CampbellC.PlanggerK.SandsS.KietzmannJ. (2022). Preparing for an era of Deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising. Journal of Advertising, 51(1), 22–38. https://doi.org/10.1080/00913367.2021.1909515
7.
CampbellC.SandsS.McFerranB.MavrommatisA. (2023). Diversity representation in advertising. Journal of the Academy of Marketing Science, 53(2), 588–616. https://doi.org/10.1007/s11747-023-00994-8
8.
ChuanC.-H.TsaiW.-H. S.YangJ. (2023). Artificial intelligence, advertising, and society. Advertising & Society Quarterly, 24(3). https://doi.org/10.1353/asr.2023.a911198
CsikszentmihalyiM. (2014). The systems model of creativity and its applications. In SimontonD. K. (Ed.), (pp. 533–545).The wiley handbook of genius. Wiley Blackwell.
DevlinM. B. (2024). Personality traits of creative advertising professionals. Journal of Advertising Education, 28(1), 18–39. https://doi.org/10.1177/10980482241232434
13.
FordJ.JainV.WadhwaniK.GuptaD. G. (2023). AI advertising: An overview and guidelines. Journal of Business Research, 166, Article 114124. https://doi.org/10.1016/j.jbusres.2023.114124
14.
GlăveanuV. P. (2013). Rewriting the language of creativity: The five A’s framework. Review of General Psychology, 17(1), 69–81. https://doi.org/10.1037/a0029528
15.
GregoryE.HardimanM.YarmolinskayaJ.RinneL.LimbC. (2013). Building creative thinking in the classroom: From research to practice. International Journal of Educational Research, 62, 43–50. https://doi.org/10.1016/j.ijer.2013.06.003
16.
GriffinW. G. (2008). From performance to mastery: Developmental models of the creative process. Journal of Advertising, 37(4), 95–108. https://doi.org/10.2753/JOA0091-3367370408
HabibS.VogelT.AnliX.ThorneE. (2024). How does generative artificial intelligence impact student creativity?Journal of Creativity, 34(1), Article 100072. https://doi.org/10.1016/j.yjoc.2023.100072
20.
HabibS.VogelT.ThorneE. (2025). Student perspectives on creative pedagogy: Considerations for the Age of AI. Thinking Skills and Creativity, 56(3), Article 101767. https://doi.org/10.1016/j.tsc.2025.101767
21.
HuhJ.NelsonM. R.RussellC. A. (2023). ChatGPT, AI advertising, and advertising research and education. Journal of Advertising, 52(4), 477–482. https://doi.org/10.1080/00913367.2023.2227013
22.
KaufmanJ. C.BeghettoR. A. (2009). Beyond big and little: The four c model of creativity. Review of General Psychology, 13(1), 1–12. https://doi.org/10.1037/a0013688
23.
KimJ.KimJ.LeeH.LeeH.-K.ChoY. H.ChoY. H. (2022). Learning design to support student-AI collaboration: Perspectives of leading teachers for AI in education. Education and Information Technologies, 27(5), 6069–6104. https://doi.org/10.1007/s10639-021-10831-6
24.
LeeT.-T.RyanW. E. (2005). Advertising creative practitioners on the value of advertising education: An overview. Journal of Advertising Education, 9(2), 14–21. https://doi.org/10.1177/109804820500900205
25.
LeungV. S. Y. (2024). Advancing advertising education through AI and experiential learning: Insights from a campaign planning course for caregivers in Hong Kong. Journal of Advertising Education, 29(1), 18–30. https://doi.org/10.1177/10980482241306740
ManiuA.-I.ZaharieM.-M. (2014). Advertising creativity – the right balance between surprise, medium and message relevance. Procedia Economics and Finance, 15, 1165–1172. https://doi.org/10.1016/S2212-5671(14)00573-5
MundelJ. (2020). International virtual collaboration in advertising courses: Building international and intercultural skills from home. Journal of Advertising Education, 24(2), 112–132. https://doi.org/10.1177/1098048220948522
32.
NewellJ.TavanapongW.BergheferS. (2017). Teaching ad tech: Assessing collaborative teaching in an advertising, computer science and design course. Journal of Advertising Education, 21(2), 45–53. https://doi.org/10.1177/109804821702100210
33.
RhodesM. (1961). An analysis of creativity. The Phi Delta Kappan, 42(7), 305–310.
34.
RosengrenS.EisendM.KoslowS.DahlenM. (2020). A meta-analysis of when and how advertising creativity works. Journal of Marketing, 84(6), 39–56. https://doi.org/10.1177/0022242920929288
35.
SasserS. L.KoslowS. (2008). Desperately seeking advertising creativity: Engaging an imaginative “3Ps” research agenda. Journal of Advertising, 37(4), 5–20. https://doi.org/10.2753/JOA0091-3367370401
36.
ShuklaP.SinghJ.WangW. (2022). The influence of creative packaging design on customer motivation to process and purchase decisions. Journal of Business Research, 147(2), 338–347. https://doi.org/10.1016/j.jbusres.2022.04.026
37.
SmithR. E.MacKenzieS. B.YangX.BuchholzL. M.DarleyW. K. (2007). Modeling the determinants and effects of creativity in advertising. Marketing Science, 26(6), 819–833. https://doi.org/10.1287/mksc.1070.0272
38.
SmithR. E.YangX. (2004). Toward a general theory of creativity in advertising: Examining the role of divergence. Marketing Theory, 4(1), 31–58. https://doi.org/10.1177/1470593104044086
TolkampG.VerwaerenB.VriendT.RiekhoffA.-J.NijstadB. (2023). Creativity as it unfolds: An examination of temporality in the creative process. Creativity Research Journal, 37(1), 1–22. https://doi.org/10.1080/10400419.2023.2234719
WindelsK.StuhlfautM. W. (2017). Teaching creativity: Experimental evidence of three strategies for teaching industry standards for creative excellence. Journal of Advertising Education, 21(1), 13–25. https://doi.org/10.1177/109804821702100105
YangJ. (2023). Preparing for the new era of artificial intelligence: My experience of teaching “artificial intelligence in advertising”. Journal of Advertising Education, 27(2), 101–116. https://doi.org/10.1177/10980482231190064
