Creativity in Social Advertising: Developing a Conceptual Framework

Abstract

Creativity constitutes a significant element in advertising because it is related to competitive

advantage, to advertising effectiveness and to the development of strong brands. Social

advertising is a special case of advertising conveying social messages sent by non profit

organizations. The aim of the present study is to examine the concept of creativity in social

advertising and develop a conceptual framework. Using focus group methodology, we gathered

data from 60 consumers. The findings of the study indicate that creativity is a sense-making

process that develops positive consumer attitudes. Moreover, the emotional appeal found in

social advertising represents a necessary element of creativity in this type of advertising.