Paradox, advertising and the creative process

Vincent J. Blasko, Michael P. Mokwa

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Creativity often is perceived to be an elusive and unmanageable dimension of advertising, typically delimited to the work of the “creative” copywriter or artist. But creativity pervades the advertising process. Moreover, it can be understood and managed. In this review, we illustrate that paradox also pervades the advertising process. We propose and demonstrate that confronting and comprehending the oppositional forces of paradox can lead to creative thought and activity throughout the advertising process, from account management to sales performance.

Original languageEnglish (US)
Pages (from-to)351-365
Number of pages15
JournalCurrent Issues and Research in Advertising
Issue number1-2
StatePublished - Mar 1988
Externally publishedYes

ASJC Scopus subject areas

  • Marketing


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