Huan Chen, University of Florida College of Journalism and Communications Advertising assistant professor, is the co-author of “Americanized or Localized: A Qualitative Study on Chinese Advertising Practitioners’ Perceptions of Creativity and Strategy in the Digital Age” published in Global Media and China on May 6.

Chen, along with CJC doctoral student Rang Wang and former CJC Master’s student Xuan Liang, conducted a qualitative study to examine Chinese advertising practitioners’ perception and interpretation of advertising creativity and strategy in the digital age. Their findings revealed those practitioners’ definitions of creativity and strategy, perceived criteria of creativity and strategy, perceptions of strategy typology, and how creative person, process, and press shape their perceptions of creativity.

Posted: May 8, 2019
Category: College News
Tagged as: Global Media and China, Huan Chen, Rang Wang, Xuan Liang