Creative Ads to Memorable Content: Relationship Between Dimensions of Creativity of Advertising, Attitude and Recall

Abstract

Advertising is more than a tool for promotion; it also serves as a medium for persuasion, creative expression, and the formation of consumer culture. Within this context, creativity plays a central role in determining how advertising messages are perceived and remembered. This study examines how three key dimensions of advertising creativity—novelty, emotionality, and meaningfulness—influence viewers’ attitudes toward advertisements and brands, their purchase intentions, and their ability to recall advertisements. An observational experimental design was employed, involving both experimental and control groups, followed by a survey-based assessment. The results indicate that advertisements incorporating these creative dimensions generate more favorable viewer attitudes than non-creative advertisements. In addition, creative advertisements demonstrated significantly higher levels of both aided and unaided recall. Overall, the findings suggest that creativity in advertising meaningfully enhances audience engagement, brand perception, and memory, highlighting the importance of integrating novelty, emotional appeal, and meaningful content in advertising strategy.

Keywords: Advertising, creativity dimensions, Novelty, Meaningfulness, Emotionality, Recall