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Judging Advertising Creativity Using the Creative Product Semantic Scale
Author(s) -
WHITE ALISA,
SHEN FUYUAN,
SMITH BRUCE L.
Publication year - 2002
Publication title -
the journal of creative behavior
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.896
H-Index - 55
eISSN - 2162-6057
pISSN - 0022-0175
DOI - 10.1002/j.2162-6057.2002.tb01067.x
Subject(s) - creativity , originality , scale (ratio) , product (mathematics) , advertising , psychology , semantic differential , mathematics education , social psychology , mathematics , business , physics , geometry , quantum mechanics
The Creative Product Semantic Scale has been used to judge tangible creative products such as crafts, and intangibles such as the ideas produced by problem solving groups. In this study it was used to judge the creativity of 15 print advertisements, using samples representing college students, advertising professionals, and the general public. The study explored the differences and similarities of responses. There were no significant differences in the judgments of the three groups regarding the originality and logic of the ads. With regard to how well crafted or well executed the ads were, however, the judgments of advertising professionals differed from those of students and the public.