How web banner designers work: The role of internal dialogues, self-evaluations, and implicit communication theories

M. Fourquet-Courbet, D. Courbet, M. VANHUELE

Journal of Advertising Research

June 2007, vol. 47, n°2, pp.183-192

Departments: Marketing, GREGHEC (CNRS)

In-depth interviews with web banner designers, combined with retrospective protocols, reveal implicit theories of the communication process that they apply during their creation process. These theories take the form of reactions of imaginary audiences with whom web banner designers engage in imaginary dialogues. The dialogues reveal the evaluation standards held by internet users, advertisers, and different colleagues. KeyWords Plus: CREATIVITY RESEARCH; COPYWRITERS