A qualitative approach to understanding audience's perceptions of creativity in online advertising

Abstract

In this paper I seek to inquire upon audience's perceptions of creativity in online advertising - a heretofore poorly understood area. This paper initially outlines current academic understanding of creativity in online advertising, mainly derived from quantitative assessments. It then advances a qualitative methodology including diary-interviews and ethnographic online interviews across 41 participants. My starting point is a critique of the most comprehensive conceptual intervention in the area of advertising creativity - Smith and Yang's (2004) typology of "relevance" and "divergence". I assess to what extent this typology emerges from my participants' data. Two key features of relevance - contextual relevance and intrusiveness - are explored in depth, producing deeper insights into their nature as perceived by participants. © 2010: Andrew McStay and Nova Southeastern University.