Abstract This article explores the use of Google search by art directors and copywriters when developing creative advertisements. It aims to reveal the influence of the widely applied search engine on creative process actions, including information gathering and ideation. In-depth interviews with practitioners are analyzed with reference to literature on advertising creativity and search engine personalization. This exploratory study argues that while serving as a convenient means of accessing digital media content, the personalization capabilities of Google search limit exposure to the qualitatively diverse information needed to trigger new ideas. As such, this article provides valuable insight into the complexities of producing advertisements in the digital media era and highlights avenues for further research into the information-gathering strategies of creative practitioners.

中文翻译：

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困在滤泡中？探索Google搜索对创作过程的影响

摘要本文探讨了艺术总监和撰稿人在开发创意广告时如何使用Google搜索。它旨在揭示广泛使用的搜索引擎对包括信息收集和构想在内的创造性过程动作的影响。参考有关广告创意和搜索引擎个性化的文献，分析了对从业人员的深入访谈。这项探索性研究认为，尽管Google搜索是一种便捷的访问数字媒体内容的方法，但其个性化功能将其暴露于触发新想法所需的质性不同信息上。因此，