Assessing Advertising Creativity Using the Creative Product Semantic Scale
Alisa White, University of Texas at Arlington andBruce L. Smith, Southwest Texas State Uinversity
Creativity is a frequently discussed topic among advertising professionals. Some creatives hold that creativity is a prerequisite for advertising effectiveness, while others equate the two concepts (Kover, Goldberg, and James, 1995). What does creativity mean in advertising? Do advertising professionals agree on measures of creativity? Do advertising professionals judge advertising creativity in the same way as the public?
Kover et al. (1997) cite potential negative consequences of what they call disjunction...