creative as noun

[Arnold Zwicky]

On May 2, 2013, at 11:34 PM, Ben Zimmer <bgzimmer at BABEL.LING.UPENN.EDU> wrote:

>
> On Thu, May 2, 2013 at 11:34 PM, Victor Steinbok wrote:
>>
>> http://goo.gl/lZYbk
>>> Further, the fraudulent ads use code hiding the ad creative from being
>>> displayed in the user’s browser, resulting in advertisers paying for
>>> impressions that are never seen.
>>
>> Advertising has its own set of jargon that most of us never see, whether
>> print, TV or electronic. This is just one instance. To venture a guess,
>> "creative" here seems to mean the content created by the advertiser (or
>> on behalf of the advertiser).
>
> OED3's got the relevant sense as "creative material produced for an
> advertising campaign, such as the copy, design, or artwork," with
> cites from the '80s. (The other advertising sense is "a person who
> carries out creative work on an advertising campaign, esp. a
> copywriter, art director, or designer.").

some discussion (including the OED3 material) here:
  http://arnoldzwicky.wordpress.com/2012/03/12/annals-of-nouning-creative/

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