Assessing Advertising Creativity Using the Creative Product Semantic Scale

Bruce L Smith and Alisa White

The purpose of the study was to ascertain whether advertising professionals judge advertising creativity in the same way as the general public, and whether demographic variables significantly affect judgments about the creativity of advertising.

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...

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