Abstract
The persuasion principles provide only one of the elements in the creative process, albeit an important one. The application of the principles requires much creativity.
the mostdangerous word in all of advertising [is] originality …. Here, misty, distant, and infinitely desirable, is the copywriter’s Holy Grail. Unfortunately it has ruined more advertisers than it has ever made. RosserReeves (1961)
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© 2010 J. Scott Armstrong
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Armstrong, J.S. (2010). Creativity. In: Persuasive Advertising. Palgrave Macmillan, London. https://doi.org/10.1057/9780230285804_5
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DOI: https://doi.org/10.1057/9780230285804_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-51189-1
Online ISBN: 978-0-230-28580-4
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