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Alessandro Antonietti and Barbara Colombo

Creativity is essential in the development of advertisements. This study discusses the importance of qualities that a creative advertisement should possess. It also addresses naive people’s awareness of the mental mechanisms in the creative advertisement development process. The role of music in producing creative advertisements is also discussed. An exemplary fieldwork research study was carried out, which links to what was discussed earlier in this study.

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Paola Iannello, Barbara Colombo and Alessandro Antonietti