Creative Strategies in Highly Creative Domestic and International Television Advertising

Abstract

This paper reports the results of a content analysis that utilized Simon's classification scheme of generalized creative strategies to determine whether there are differences in the creative strategies that are employed in highly creative domestic and international television commercials. A sample of 331 Clio-winning commercials was obtained for the analysis. Clio-winners were selected because they set the standard by which creative achievement is measured in both domestic and international advertising. The results offer limited support for the notion that there are cross-cultural differences in the creative strategy of domestic and international television advertising.

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