Skip to Main content Skip to Navigation
Theses

LA CREATIVITE PUBLICITAIRE PERCUE MODELISATION ET IMPACT SUR LE PROCESSUS DE PERSUASION PUBLICITAIRE

Abstract : The aim of this thesis is to assess creativity in advertising. While creativity is currently measured by advertising professionals, our measure focuses on consumers’ judgments of the creativity of advertisements (perceived creativity). In Study 1, in-depth interviews were conducted to explore consumers’implicit theories of creativity in advertising. In Study 2, a scale was developed to measure perceived advertising creativity. Advertisements seen as creative by the consumer include three dimensions: novelty, complexity and aesthetics. Novelty is the association of stimuli both unexpected and relevant to the advertisement. Complexity is associated with an advertisement rich in multiple meanings. The aesthetics dimension relates to design specific to creative advertising. Our research provides a better understanding of consumers’perception of creativity, and offers the opportunity for practitioners to improve the creativity of their campaigns.
Document type :
Theses
Complete list of metadata

Cited literature [757 references]  Display  Hide  Download

https://hal.archives-ouvertes.fr/tel-02055068
Contributor : Maria Mercanti-Guerin <>
Submitted on : Saturday, March 2, 2019 - 10:55:37 PM
Last modification on : Monday, June 28, 2021 - 9:58:01 PM
Long-term archiving on: : Friday, May 31, 2019 - 1:33:40 PM

File

THESEMARIAMERCANTIGUERIN.pdf
Files produced by the author(s)

Identifiers

  • HAL Id : tel-02055068, version 1

Citation

Maria Mercanti-Guérin. LA CREATIVITE PUBLICITAIRE PERCUE MODELISATION ET IMPACT SUR LE PROCESSUS DE PERSUASION PUBLICITAIRE. Gestion et management. Université de Caen, 2005. Français. ⟨NNT : 2005CAEN0627⟩. ⟨tel-02055068⟩

Share

Metrics

Record views

324

Files downloads

3409