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The present study aims to explore a tendency of using ambiguity for advertising creativity and to compare the differences of ad message presentation in American ads and Korean ads. Data come from content analysis of winners of advertising awards. Results reveal that Cannes awards show higher scores in ambiguity than Korean Advertising Awards, and overall ambiguous cues in Asia advertising are higher than those in Northern and African Advertising. Keywords: Informativeness, Strategic Ambiguity, Uncertainty Avoidance
Han et al. (Sun,) studied this question.
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