• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2015, Volume: 8, Issue: 26, Pages: 1-5

Original Article

Use of Ambiguity in Advertising Creativity: A Cross-Cultural Perspective


The present study aims to explore a tendency of using ambiguity for advertising creativity and to compare the differences of ad message presentation in American ads and Korean ads. Data come from content analysis of winners of advertising awards. Results reveal that Cannes awards show higher scores in ambiguity than Korean Advertising Awards, and overall ambiguous cues in Asia advertising are higher than those in Northern and African Advertising.
Keywords: Informativeness, Strategic Ambiguity, Uncertainty Avoidance


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