Abstract

The purpose of the present study is to suggest a psychological model to be applied and assisted to advertiser's creative ideation at individual level. For the purpose of suggesting a model, it need to be reviewed psychological approaches - psychodynamic approach, psychometric approach, social-personality approach, cognitive approach, and systems approach - to creativity. Based on the empirically validated result from cognitive approach, called creative cognition approach, among these approaches, it is possible to suggest a preliminary model of advertising creativity and creative thinking process. This model is especially based on the result of research about conceptual expansion and combination. Regardless of some limitations, this model will be useful to advertiser's creative ideation at individual level.