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

Kim Woon Han and Choi Hong Lim

doi:10.17485/ijst/2015/v8i26/87112

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

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Indian Journal of Science and Technology

DOI: 10.17485/ijst/2015/v8i26/87112

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

Original Article

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

Kim Woon Han and Choi Hong-Lim^*

Department of Media Communication, Sunmoon University, ChungNam, Korea;
[email protected], [email protected]

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

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