Creative Differences Between Copywriters and Art Directors
通过电话调查发现，广告公司的艺术总监更关注电视广告的视觉原创性和吸引力，而文案更在意广告的可信度和说服力；部分艺术总监担心传统言语测量方法低估了视觉创意广告的效果。
<h3>ABSTRACT</h3> This paper reports findings from a telephone study conducted among agency art directors and copywriters about their attitudes and beliefs about television commercials. The study finds significant differences between these two groups. Art directors appear to be more sensitive to the visual look and feel of TV commercials and attach more importance to the originality and attention-getting power of the execution. Writers, on the other hand, are more concerned about issues of relatability, believability, and persuasiveness of an advertisement. Importantly, a significant number of creatives believe that writers have more control than art directors do over the kinds of commercials that get produced. And, in particular, one-third of the art directors in our survey are concerned that recall and other traditional verbal research measures may be shortchanging visually creative advertising. This suggests the need for more balanced methods of advertising measurement which can give full weight to the visual power of television advertising.