Answer:
Elaboration
Step-by-step explanation:
Ad creativity has been characterized in two major ways. Some researchers, Till and Baack, conclude that creativity in advertisement is determined by divergence. Smith and Yang talk about how divergence refers to the extent to which an advertisement contains elements that are novel, different, or unusual. Smith examined the divergence factors developed in the pioneering research of Guilford and Torrance and identified five factors that could account for the ways in which divergence could be achieved in advertising: originality, flexibility, elaboration, synthesis, and artistic value.