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ADVERTISING CREATIVITY IN KOREA
- Authors
- Kim, Byoung Hee; Han, Sangpil; Yoon, Sukki
- Issue Date
- 2010
- Publisher
- M.E. Sharpe Inc.
- Keywords
- INDIVIDUALISM; PRODUCT; COLLECTIVISM; SCALE; PSYCHOLOGY
- Citation
- Journal of Advertising, v.39, no.2, pp.93 - 108
- Indexed
- SSCI
SCOPUS
- Journal Title
- Journal of Advertising
- Volume
- 39
- Number
- 2
- Start Page
- 93
- End Page
- 108
- ISSN
- 0091-3367
- 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.
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Related Researcher
- Han, Sang pil
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)