Assessing Advertising Creativity Using the Creative Product Semantic Scale

ABSTRACT 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.