In recent years, there has been a strong interest in developing Creativity Support Tools for many exciting areas of research such as art and music. Yet few such tools have been developed to support creativity in advertising. This is unusual since advertising, like art and music, is a highly creative endeavour of the human mind. The goal of advertising is to transform a communicational objective of a product or a service into a creative idea. A tool that would enhance the development of creative ideas in advertising would be highly beneficial for the advertising industry and possibly shed light on the mystery behind creativity. In this thesis, I developed Creative Pad, a new Creativity Support Tool to assist advertising creative in generating creative ideas for advertising. In developing Creative Pad, I studied advertising creativity and human creative thinking. I developed a framework for analysing the advertising process, in which the process is viewed as having three distinct phases: a message, an idea, and an execution. A significant implication of this view is that the process for developing ideas for new advertisements and the process of executing those ideas and turning them into creative products are independent. Each step is the result of a significant creative process. Creative Pad is developed to assist in the development of creative ideas for new advertisements. To assist this creativity, relevant triggers are needed. Research has shown that individuals with high associative skills produce more creative advertising. Creative Pad supports the associative skills of the advertising creative and exploits the use of the Internet as a dynamic database. It finds words and sentences related to the original communicational objective, providing relevant triggers for the associative creative process in the minds of the advertising creative. Several experiments using Creative Pad were conducted with advertising creative and students with no advertising background. The results show that Creative Pad supports the generation of new ideas in two ways. First, and most important, all the subjects were able to develop interesting new ideas. In particular, the advertising creative were able to design a sketch of the advertisement from ideas generated using Creative Pad. Second, I was able to find a connection between the triggers, the words and sentences selected by the user during the creative process, and the ideas generated. Although the connection might be considered a weak one, it nonetheless demonstrates that a connection exists between the ideas developed by the advertising creative and those suggested by Creative Pad.

In recent years, there has been a strong interest in developing Creativity Support Tools for many exciting areas of research such as art and music. Yet few such tools have been developed to support creativity in advertising. This is unusual since advertising, like art and music, is a highly creative endeavour of the human mind. The goal of advertising is to transform a communicational objective of a product or a service into a creative idea. A tool that would enhance the development of creative ideas in advertising would be highly beneficial for the advertising industry and possibly shed light on the mystery behind creativity. In this thesis, I developed Creative Pad, a new Creativity Support Tool to assist advertising creative in generating creative ideas for advertising. In developing Creative Pad, I studied advertising creativity and human creative thinking. I developed a framework for analysing the advertising process, in which the process is viewed as having three distinct phases: a message, an idea, and an execution. A significant implication of this view is that the process for developing ideas for new advertisements and the process of executing those ideas and turning them into creative products are independent. Each step is the result of a significant creative process. Creative Pad is developed to assist in the development of creative ideas for new advertisements. To assist this creativity, relevant triggers are needed. Research has shown that individuals with high associative skills produce more creative advertising. Creative Pad supports the associative skills of the advertising creative and exploits the use of the Internet as a dynamic database. It finds words and sentences related to the original communicational objective, providing relevant triggers for the associative creative process in the minds of the advertising creative. Several experiments using Creative Pad were conducted with advertising creative and students with no advertising background. The results show that Creative Pad supports the generation of new ideas in two ways. First, and most important, all the subjects were able to develop interesting new ideas. In particular, the advertising creative were able to design a sketch of the advertisement from ideas generated using Creative Pad. Second, I was able to find a connection between the triggers, the words and sentences selected by the user during the creative process, and the ideas generated. Although the connection might be considered a weak one, it nonetheless demonstrates that a connection exists between the ideas developed by the advertising creative and those suggested by Creative Pad.

本論文之研究目的為開發一線上合作式創造力學習系統。本文將描述一以遊戲為基礎之創造力思考輔助工具＂Idea Stroming Cube＂。它的目標在於讓學生養成創意思考與典範轉移能力的習慣。此系統會汲取學科專家的知識，使用者歷史記錄，和腦力激盪中的個人創意，提供使用者、目標及情境感知的學習支授。比較相關的教學系統，它更注重於刺激發散情思考之能力。此系統可分為兩種學習模式Base Mode和Agent-Assist Mode：一為提供學科知識學習之輔助，另一為提供學習發散性思考能力之輔助。 本文提出合作式創造力思考輔助之Human-Computer Interaction(HCI)的系統已初步實作完畢，本文並報告了兩個相關的實驗以測試系統效能。本研究的主要結果符合實驗假設，以遊戲情境為基礎之創造力支援系統相較於其他類似系統，更有助於學生學習創造力，另外，籍由適當且適時的智慧型思考輔助Agent，亦能提供學生不同面向的思考觀點，有助於學生用更多觀點學習知識。 / The objective of this research is to develop a Web-based collaborative tool for learning creativity. This research describes a game-based system, Idea Storming Cube, in support of creative thinking. It aims to make people form a creative and Perspective-Modifying thinking habit. Based on theories of this kind support system and prior studies, we propose to integrate exciting game environment and intelligent support mechanism into the creativity thinking support system. The system acquires knowledge from domain expert, user inputs history, and individuals of a brainstorming group, and then provides user-, goal- and context-sensitive supports. Compared to classic tutoring systems, it focuses more on stimulating divergent thinking. The system can be utilized with two distinct support strategies, Basic Mode and Agent-Assist Mode, in order to support different learning objectives. One focus on knowledge learning, the other highlights the divergent thinking ability. The proposed Human-Computer Interaction (HCI) tool for collaborative idea generation has been implemented, and two experiments for preliminary evaluation of the system are also reported in this thesis. The major results of this study show that the game-based brainstorming system with appropriate intelligent support outperforms the other types of systems because the game competition environment can make them concentrate on the brainstorming tasks and let them think more from different view points for learning the knowledge with the support of the peer-like agent.