Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Abstract

A qualitative study was conducted to examine Chinese advertising practitioners’ perception and interpretation of advertising creativity and strategy in the digital age. Twenty three face-to-face in-depth interviews were conducted to collect data. Findings revealed Chinese advertising practitioners’ definitions of creativity and strategy, perceived criteria of creativity and strategy, perceptions of strategy typology, and how creative person, process, and press shape their perceptions of creativity. Theoretical and practical implications were offered.

Keywords

Advertising practitioners China Chinese advertising industry creative strategy qualitative research

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