A creative code of perceived qualities about acceptable creativity within advertising agencies has been shown to affect creative practitioners' boundaries of creative expression. This multistage, qualitative and quantitative study developed a tool to measure the intensity of this creative code. After development of a model based on qualitative research, expert evaluations and exploratory factor analysis, three dimensions -predictability, agency creative identity and social influence -were supported through confirmatory factor analysis. The ability to measure the intensity of the creative code offers researchers a way to study its effects on other variables in the creative process within advertising agencies.
Creativity is critical to advertising yet highly subjective. Testing to evaluate alternatives, if done, is often conducted at later stages that are expensive and wasteful. This study examined a set of characteristics about creativity from creative advertising practitioners. These characteristics were subjected to a three-part quantitative analysis that produced a model with four dimensions -novelty, utility, affect, and humor. Further testing showed that the model was useful in predicting the level of creativity in print advertisements, and the tool may be useful for the early evaluation of concepts.
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