A study on the perception of judges of international ad awards toward ambiguous Advertising: In creative perspective

This study aims to understand the perception of judges of advertising awards, focused on the strategic use of ambiguity as one of the creative appeals. In-depth interviews are conducted to both the former and the present judges of international advertising awards. Results are as follows. First, it is generally agreed that advertising copy should be minimized for the sake of communication effects. Second, ambiguity should be appreciated with the association of originality and expressive completion. As to the difference of ambiguity between international and Korean situations, higher degree of ambiguity is expected in international advertising than, in domestic one.