[[abstract]]Advertising design is, in every way, closely related to creativity. Only by an excellent demonstration of creativity can one take hold of the golden opportunity in the keenly competitive environment. This study hopes, by way of realizing advertising design department students' creativity and the factors influencing it, to discover some potential problems and thus offer references in teaching and learning advertising design. The tools utilized in the study are Tests of Creative Thinking compiled by Wu Ching-chi and a questionnaire of influencing factors of students' creativity in advertising design department. The subjects are senior advertising design department students in both public and private vocational high schools. 347 questionnaires are distributed and 334 are returned. Analyses are then made through percentage, mean, t-test, one-way ANOVA. This study respectively states the influence of the four factors-- individuals, families, schools, and the society--on verbal creativity as well as graph creativity. The findings and conclusion are as follows: 1. Advertising design students show a higher level in verbal and graph creativity than ordinary students. 2. Among the factors that influence verbal creativity, creativity competition experience, professional training in art, recreational activities and what school they go to play the most distinctive roles. 3. Among the factors that affect graph creativity, academic performance, creativity experience and what school they belong to are most decisive. 4. As to graph creativity, originality, elaboration, and fluency reach a significance level but flexibility fail to reach the level. Is it because students do imitation more than creation? It is worth paying attention to.
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