Annotated Bibliography Lehnert, K., Till, B. D., & Carlson, B. D. (2013). Advertising creativity and repetition.

International Journal Of Advertising, 32(2), 211-231. doi:10.2501/IJA-32-2-211-231 The statements in Lehnerts, Tills, and Calsons (2013) article mentions advertisements must have connections with recall. He claims using ads and repeating them in the media can influence us in their messages and help us recognize their brand. However, repeating the ad can also reduce creativeness and consumers wont find interest in purchasing a product. To prove ads have connections with recall, the scientists perform a couple of test on a group, consisted of 90 people. They were to watch TV programs for 30 min. containing multiple ads, some dull and others creative. They evaluated them and noticed by the 4th ad, the group had been able to recall most creative ads. The ads were embedded into their mind and were later able to identify brands. The scientists concluded with more ad exposure, recall increases greatly, but not as great as creative ads. Providing more creative ads will make consumers identify businesses easier.

Moran, S. (2012). Review of 'The dark side of creativity'. Psychology Of Aesthetics, Creativity, And The Arts, 6(3), 295-296. doi:10.1037/a0023689 The review mentions how creativity can be acted negatively, as well as bring out the positivity too. Moran (2012) states negative creativity is vague and does not mean it can range from risk to terrorism ideas. She believes there is no way to title creativity good or bad because sometimes they can be both. When people see bad creative ideas, others observe them and find ways to make them good. Moran uses an example saying good ideas make opportunity, but as well impact negatively to the public. Creativity is also claimed it can be seen as good, but later in the future as bad. Moran uses another example mentioning slavery. When slavery was around it was

deemed as a positive idea to agree on. However as time progressed, people saw it as a bad act, which lead to abolishing slavery. With sharing examples of the properties creativity contains, Moran concludes creativity should not be seen as black or white, but as grey.

Rosengren, S., Dahln, M., & Modig, E. (2013). Think Outside the Ad: Can Advertising Creativity Benefit More Than the Advertiser?. Journal Of Advertising, 42(4), 320-330. doi:10.1080/00913367.2013.795122 Advertising creativity was tested to see if it would be beneficial to us, the consumers. Rosengren, Dahlen, and Modig (2013) hypothesized there are positive effects to advertising existing between all the bad criticisms from the consumers. They claimed ads could be used as a learning tool for consumers become creativity solvers. To support their hypothesis, the three researchers conducted three experiments on how effective creative ads are compared to noncreative ads. After all three were tested they came to conclusion their hypothesis was correct. Advertisement creativity does benefit us to thinking more creatively. The three suggest if advertisers can continue with constructing creative ads, they will be able to get the consumers attention than a regular boring ad.