Advertising Creativity in Korea: Scale Development and Validation

Document Type



Published by Taylor&Francis Ltd. in the Journal of Advertising, volume 50 issue 2, 2010. Bryant users may access this article here.

Publication Source

Journal of Advertising


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.