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1、AdvertiSingCreAtivitYinKoreAScaleDevelopmentandValidationByoungHeeKim,SangpilHan,andSukkiYoonABSTRACT:Theauthorsdevelopandvalidateameasureofadvertisingcreativitythatisintendedforacollectivistic,holisticpopulation.Scale-developmentproceduresresultinafour-factorcorrelatedmodelcompris
2、ingoriginality,consid-erateness,clarity,andproductrelevance.Theseconddimension,considerateness,appearstomirrortheculturallyuniquepropensitytovaluethecollectivisticConfuciannormsofthesocietyandthecontextualelementsoftheadvertisement.Reliabilityandvalidityofthescaleareexamined.Thehum
3、aneman,desiringtobeestablishedhimself,seeksHowever,suchaWestern-orientedviewmightnotonlylimittoestablishothers.thefullunderstandingofadvertisingcreativity,itmightalso—Confuciusresultinsuboptimalmarketingdecisions.PriorresearchhasindicatedthatsurveyandexperimentalImagineaWestern,mul
4、tinationalbrandmanagerflippingresearchininternationaladvertisingsuffersfrommeasurementthroughaKoreanmagazine.Themanagerstudiestheadver-imprecisionforcross-culturalpopulationsbecauseconsumerstisementsand,findingthemunclear,asks,“Whatarethepointsandadvertisingprofessionalsindifferent
5、culturesneitheroftheseads?”Ifthemanagerisanadvertisingexpert—say,respondtothesameconstructsnorprocessthemeasurementanexperiencedcreativedirector—essentiallythesameques-scalesimilarly(Taylor2002,2005).Inparticular,consider-tionmaybephrasedmoreconcretely:“Whataretheproductingtherecen
6、ttrendthatadvertisersstandardizegeneralbenefits?Wherearethebigideas?Whereisthecreativity?”strategywhilemodifyingexecutionsasneeded(DuncanandThisperceivedlackofcreativityinKoreanadvertisementsRamaprasad1995;Tai1997;Taylor2002;TaylorandJohnsontoWesterneyesmaylieinthefactthatpopulatio
7、nsvaryin2002),successofanadcampaignintheglobalmarketplacetheirperceptionsofadvertisingcreativity(MacKinnon1962;greatlydependsontheprecisionoftheculturallytailoredSmithandYang2004);peopleofoneculturemayjudgeanscale.ThecurrentresearchseekstorespondtoTaylor’scalladvertisementtobecreat
8、ive,whilepeopleofanothercu
