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Reklambyråanställdas åsikter om yrkesrollen med fokus på kreativitet och kundrelationer: Semi-strukturerade djupintervjuer med art directors och originalare
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Advertising agency employees’ perceptions about the profession focusing on creativity and customer relationships : Semi-structured in-depth interviews with art directors and graphic designers (English)
Abstract [sv]

Studiens syfte var att undersöka byråanställda art directors och originalares olika perspektiv på och förhållningssätt till sin yrkesroll med särskilt fokus på kreativitet och kundrelationer.Nio semi-strukturerade djupintervjuer genomfördes med sex art directors och fyra originalare. Respondenterna valdes ut genom ett kombinerat strategiskt bekvämlighetsurval från nio reklambyråer.Professionalism inom yrkesrollen visade sig vara något som respondenterna inte reflekterat över men det framkom att det främst handlar om hur art directors och originalare förhåller sig till kunden. Dessutom framkom det att respondenterna såg variation i arbetet som en positiv aspekt av yrket medan de såg prestationsångest och utomståendes oförståelse av yrket som negativa.Det framkom även att art directors och originalare i första hand ser på kreativitet som problemlösning, dock såg de olika på problemlösning i sina respektive roller. De använde sig av samma metoder för att finna inspirationsamt hanterade ångest på liknande sätt.Studien visade även att kunden och kundrelationen spelade en stor roll för yrket och ämnet berördes återkommande i respondenternas svar under intervjuernas gång. De använde sig av samma metoder för att finna inspiration

Abstract [en]

The aim of this study was to investigate the agency employees’ different perspectives and approaches to their professional role focusing on creativity and customer relationships.Nine semi-structured in-depth interviews were conducted with six art directors and four graphic designers. Respondents were selected through a combined strategic and convenience sample of nine advertising agencies.Results showed that professionalism was nothing that the respondents thought about but it turned out that it is mainly about how art directors and graphic designers handle and relate to the customer. Furthermore, results also showed that the respondents saw variation as a positive aspect of the profession while they saw anxiety and outsider's lack of understanding of the profession as negative. Results also showed that art directors and graphic designers primarily look at creativity as problem solving, though they looked at problem solving in their role differently. They used the same methods to find inspiration and tackle anxiety.It was also found that the customer and the customer relationship played a big role in the advertising profession and the subject was discussed repeatedly.

Place, publisher, year, edition, pages
2014.
Keyword [en]
creativity, customer relationships, professionalism
Keyword [sv]
kreativitet, kundrelationer, professionalism
National Category
Visual Arts
Identifiers
URN: urn:nbn:se:du-15777OAI: oai:DiVA.org:du-15777DiVA: diva2:747923
Available from: 2014-09-17 Created: 2014-09-17 Last updated: 2015-06-25

Open Access in DiVA

fulltext(325 kB)64 downloads
File information
File name FULLTEXT01.pdfFile size 325 kBChecksum SHA-512
e6aaab3dba7751a417eb9d8c3f62604a82d6838cd38d081e3f5eb2c1ef8876db67b4d35218bf058a57cf4eae78dd1677cd612a20daae2fc4c2d43874dd3c209b
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
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Output format
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