Advertising Creativity in Korea

Kim, Byoung Hee; Han, Sangpil; Yoon, Sukki

doi:10.2753/joa0091-3367390207

Cited by 41 publications

(19 citation statements)

References 31 publications

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“…More specifically, Yalch and Elmore-Yalch (Yalch & Elmore-Yalch 1984) found that the message with a quantitative body copy, defined as a message with more clear evidence, generated a higher level of perceived message clarity than the non-quantitative message. Moreover, Kim and his colleagues (Kim 2006;Kim et al 2010) considered message clarity one of the creative strategies and demonstrated that message clarity was a significant positive predictor of attitudes toward the ad and brand.…”

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

“…Research indicates that perceived message clarity is an outcome of concrete messages (Yalch & Elmore-Yalch 1984) and a predictor of consumers' positive responses to such messages (Kim et al 2010). More specifically, Yalch and Elmore-Yalch (Yalch & Elmore-Yalch 1984) found that the message with a quantitative body copy, defined as a message with more clear evidence, generated a higher level of perceived message clarity than the non-quantitative message.…”

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

“…First, perceived message clarity is characterized as the extent to which audiences perceive media messages as clear and understandable without ambiguity or noise (Darley & Smith 1995;Kim 2006;Kim et al 2010;Yalch & Elmore-Yalch 1984).…”

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

“…In particular, this study adopts a multiple mediation approach to examine whether perceived message clarity and perceived CSR vary by cultural difference in response to the abstract vs. concrete messages, which may subsequently influence attitudes toward the company and purchase intention (Kim et al 2010;Lin et al 2011;Stanaland et al 2011;Tian et al 2011). In doing so, this study would contribute not only to the research stream on CSR communication research and campaign development, especially campaigns targeting different cultural or sub-cultural groups, but also to research on crosscultural campaign effects.…”

Section: Introductionmentioning

confidence: 99%

“…In order to further understand the process whereby the effects of concrete vs. abstract CSR messages vary by the level of uncertainty avoidance, this study tests the mediating role of perceived message clarity and perceived CSR as mediators (Kim et al 2010;Lichtenstein et al 2004). In particular, this study adopts a multiple mediation approach to examine whether perceived message clarity and perceived CSR vary by cultural difference in response to the abstract vs. concrete messages, which may subsequently influence attitudes toward the company and purchase intention (Kim et al 2010;Lin et al 2011;Stanaland et al 2011;Tian et al 2011).…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Kim

Bae

2016

Int J Corporate Soc Responsibility

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Guided by Hofstede's (Culture's consequences: Comparing values, behaviors, institutions, and organizations across nations, 2001) cultural value of uncertainty avoidance, this study tests whether the effect of concrete vs. abstract CSR campaign messages on attitude toward the company and purchase intention varies by cultural difference in uncertainty avoidance and whether such effect is mediated by the perceived clarity of the message and perceived CSR. Lab experiments were performed in the U.S. and South Korea with American and Korean college students. Two-way ANOVA results revealed the relative advantage of concrete message on attitude toward the company and purchase intention among Koreans (vs. Americans) with high (vs. low) uncertainty avoidance. A series of bootstrap analysis testing multiple mediation models showed that the relative advantage of concrete message among Koreans was mediated by their perceived message clarity and perceived CSR in response to the concrete message. By identifying an international CSR campaign message strategy, the findings contribute to research on cross-cultural campaigns and CSR campaign effects.

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Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

Section: Perceived Message Clarity and Perceived Csr As Mediatorsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Kim

Bae

2016

Int J Corporate Soc Responsibility

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Visual Rhetoric and International Advertising

Phillips¹,

McQuarrie²

2014

The Handbook of International Advertising Research

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The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study

Shen

Wang

Yu³

et al. 2021

Applied Cognitive Psychology

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Summary The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual‐task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was used. Both memory performance and self‐rated purchase intent were assessed. The results showed that advertising creativity has an impact on recognition and purchase intent, with greater accuracy and more favorable purchase intent for creative advertisements, and that the interaction between the advertisement type and creativity categories is significant, with the standard, noncommercial advertisements triggering the lowest purchase intent. These findings provide further evidence suggesting that creative advertising is a useful strategy for improving advertising effectiveness. This study also presents a novel finding resembling anchoring effects with regard to the potential difference in perceived effectiveness between commercial and noncommercial advertisements across two levels of advertising creativity.

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Advertising Creativity in Korea

Cited by 41 publications

References 31 publications

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Visual Rhetoric and International Advertising

The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study

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