Toward an Associative Model of Advertising Creativity

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Abstract
It has been assumed that the associative process plays a central and important role in advertising creativity. Yet, although this assumption has long been recognized, we know very little, other than intuitively, about the creative process itself. This paper represents a preliminary inquiry into this gap of advertising theory, formulating an associative model for the individual copywriter's creative process. More specifically, this study examines the relationship of associative ability, attitude, and creative ability, as conceptualized in the presented model. The findings suggest a direct and significant relationship among these three variables.

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