THE IMPORTANCE OF CREATIVITY IN ADVERTISING, DIGITAL TECHNOLOGY, AND SOCIAL NETWORKING
THE IMPORTANCE OF CREATIVITY IN ADVERTISING, DIGITAL TECHNOLOGY, AND SOCIAL NETWORKING

Summary/Abstract: The present article focuses on social identity and group norms of online community members, the importance of institutional diversity in social remembering practices, and the persuasive impact of visual style in advertising. Zeng et al. examine how social identity and group norms of online community members may influence perceptions of and behavioral responses to advertising, and explore how community members perceive and react to advertising in community sites. Mallon focuses on understanding the metaphysical or empirical content of constructionist claims. There are two different foci of constructionist work: one centered on our ways of thinking about, representing, or modeling the world, and the second centered on parts of the world itself. McQuarrie and Mick state that visual elements are an important component of many advertisements, and show that patterns of stylistic variation parallel to the figures of speech documented in language have a reliable impact on consumer response.

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