identifying and ranking the factors, affecting advertising creativity in iran’s tv commercials

this study intends to recognize the factors affecting advertising creativity based on stuhlfout and yoo’s model and according to the ideas of creative directors in iran. the research methodology was causal survey method. data were collected from a sample of 90 experts, selected out of 135 based on simple random sampling. the questionnaire prepared by help of different standard questionnaires and advertising professionals. reliability of the research instrument estimated based on coronbach coefficient alpha and its content validity obtained based on the comments of experts. the construct validity assessed by use of confirmatory factor analysis. results of t-tests, tests of normality and structural equation model, revealed that the four dimentions of novelty, utility, affect and humor influence the creativity of tv advertisements in iran. they were also classified in different levels according to their importance. that is, novelty was perceived as the most important dimension and humor as the least important one. utility and affect got the third and fourth ranks.