The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual-task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was used. Both memory performance and self-rated purchase intent were assessed. The results showed that advertising creativity has an impact on recognition and purchase intent, with greater accuracy and more favorable purchase intent for creative advertisements, and that the interaction between the advertisement type and creativity categories is significant, with the standard, noncommercial advertisements triggering the lowest purchase intent. These findings provide further evidence suggesting that creative advertising is a useful strategy for improving advertising effectiveness. This study also presents a novel finding resembling anchoring effects with regard to the potential difference in perceived effectiveness between commercial and noncommercial advertisements across two levels of advertising creativity.

中文翻译：

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广告创意对商业和公共服务广告效果的影响：一项双任务研究

本研究旨在检验在涉及注意力竞争的情况下广告创意对商业和非商业广告有效性的影响。因此，使用了一种双任务范式，其中在观看具有创意或常见的广告时完成了额外的时间制作任务。评估了记忆性能和自评购买意向。结果表明，广告创意对认知度和购买意向有影响，创意广告的准确度更高，购买意向更有利，广告类型与创意类别之间的交互作用显着，标准的非商业广告触发最低购买意向。这些发现提供了进一步的证据，表明创意广告是提高广告效果的有用策略。本研究还提出了一个新的发现，类似于锚定效应，关于商业和非商业广告在两个广告创意水平上的感知有效性的潜在差异。