To Whom Do Advertising Creatives Write? An Inferential Answer
研究发现广告创意人员对获奖广告反应积极，而普通观众则偏好能带来个人提升感的广告，表明创意人员更注重专业标准而非受众沟通，这可能导致广告效果偏差。
Advertising folklore has it that creative department people have difficulty connecting to their mass media audiences. This article describes research in which creatives and a general sample of viewers responded personally to a range of commercials. Comparing them, creative people responded positively to award-winning commercials (One Show and EFFIE winners); viewers responded positively to advertising that led to feelings of personal enhancement, whether award winners or not. This finding means that creatives respond to advertising that meets professional rather than audience-communication criteria. In turn this implies that creative people produce work that primarily meets professional standards which can differ from those of communicating and selling to the audience. Suggestions are offered to alleviate this situation.