RT Journal Article
SR Electronic
T1 Assessing Advertising Creativity Using the Creative Product Semantic Scale
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 27
OP 34
DO 10.2501/JAR-41-6-27-34
VO 41
IS 6
A1 Alisa White
A1 Bruce L. Smith
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/6/27.abstract
AB 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. Fifteen print advertisements were evaluated using the Creative Product Semantic Scale. The judgments of advertising professionals, college students, and the general public were compared. The results were significantly different. There were also significant differences on the basis of demographic variables.