Advertising creativity can be summarized under three main headings as relevance, originality and impact. After all, advertising is a marketing communication tool that adds value to the brand with its creativity. In this section, we wanted to share with you a clearer framework for creativity in advertising.
To address creativity in advertising beyond an abstract definition, the “Creative Product Semantic Differential Scale (CPSS)” of a study that explores the differences between advertising professionals, students and society’s evaluation of creativity.

CPSS was developed on the basis of “semantic difference”. It consists of three basic dimensions and sub-components. These dimensions are:

• Innovation
• Stability
• Refinement and Synthesis

The subcomponents of these three dimensions are as follows:

Novelty Dimension – Originality subheading

Stability Dimension – Logical subheading

Dimension of Refinement and Synthesis – Well-executed subtitle

This scale gives an idea of ​​how to evaluate the creative dimension of a produced advertisement. It is useful to keep such a framework in mind when deciding whether an ad that is being produced or produced is creative.

Next Topic: What are the Basic Features of Creative Advertising?

To see all other topics : Creativity and Authorship in Advertising