How do advertising copies affect employee creativity?: Emphasis on emotional and rational copies

摘要

We are living in a world of excessive advertising activities. During our daily lives, it is true that we are forced to listen to and watch a wide variety of advertising activities which are mainly administered by companies. In the marketing literature, vast number of studies exists with regard to advertising strategies and their effects on consumer behavior. However, rare are those studies regarding the effect of advertising on viewer's creativity. In this sense, this study suggests results obtained from experiments in which 47 participants were invited and exposed to 120 advertising copies composed of emotional and rational ones. Those advertising copies were rigorously prepared through the professional review processes for six months. Statistical test showed that emotional copies have more positive effect on viewers' creativity than rational copies.