Advertising creativity is conceptualized as a function of three dimensions - novelty, meaningfulness, and connectedness. Novelty and meaningfulness involve infocentric aspects, while connectedness incorporates the perspective of the audience. The relationship among these dimensions and ad...

This study investigates the superiority effects of picture incongruency and brand name suggestiveness on recall of target benefit claims. Depending on the juxtaposition of the picture and brand name with these claims, a relevant picture can interfere with and inhibit recall of a brand name claim...