Onderzoeksartikel

Verbeelding in theorie en praktijk

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Abstract

Imagination is the ability to produce, reflect on and to store mental images. It is possible that external images stimulate imagination, but this is not necessary. It is also possible that nonvisual images stimulate imagination. We interpret imagination as a form of processing, but also as a form of thinking. In the last case it is possible to make a comparison with the creativity of senders such as advertising men. Audience research has been conducted regarding the relation between imagination on the one hand and attention, recall, and attitudes on the other. This has led to relevant findings for the practice of advertising. The concept imagination deserves further exploration as research topic within the field of communication.

How to Cite:

Rodenburg, H. & Van Woerkum, C., (1989) “Verbeelding in theorie en praktijk”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 17(3), 220–237.