ADVERTISING CREATIVITY IN KOREA.

Authors :: Kim, Byoung Hee
Han, Sangpil
Yoon, Sukki
Source :: Journal of Advertising; Summer2010, Vol. 39 Issue 2, p93-108, 16p, 2 Black and White Photographs, 2 Diagrams, 4 Charts
Publication Year :: 2010
Abstract: The authors develop and validate a measure of advertising creativity that is intended for a collectivistic, holistic population. Scale-development procedures result in a four-factor correlated model comprising originality, considerateness, clarity, and product relevance. The second dimension, considerateness, appears to mirror the culturally unique propensity to value the collectivistic Confucian norms of the society and the contextual elements of the advertisement. Reliability and validity of the scale are examined. [ABSTRACT FROM AUTHOR]