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The advertising professionals and agencies are always doing their level best to develop
eye-catching and heart touching creative advertisements so that companies get sufficient
return on their advertising expenditures. Moreover, advertising researchers have consensus
on the conceptualization of advertising creativity and ascertain that creative advertisements
are both novel and meaningful. However, which of the advertising elements such as
advertising jingles, slogan, character, storyline and advertising drama contribute to
advertising creativity is one of the recent issues that has been least studied. The aim of this
study is to investigate how these advertising elements contribute towards enhancing the
advertising novelty and meaningfulness, the two foremost dimensions of advertising creativity.
Towards this end, forty-one award-winning television advertisements are reassessed for
creativity (study one) and subsequently, eleven ads are content analyzed (study two) for its
role in enhancing advertising novelty and advertising meaningfulness. The mean analysis of
novelty and meaningfulness for the respective advertising elements provide evidence that
advertising slogan and dramatization had a significant impact in enhancing advertising
creativity. It is also paramount to mention that other advertising elements including jingles,
character and storyline though did not attain significance, however, also reflected sufficient
agreement for its contribution to ad novelty and meaningfulness. The study findings present
valuable implications for business and advertising professionals in Pakistan.
Amina Haider, Wisal Ahmad, Usman Ghani. (2019) Content Analysis of Award Winning Television Advertisements: Implications for Advertising Creativity in Pakistan, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-17, Issue-1.
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