This study examines the effects of advertising divergence, relevance, and customer-related factors on meaning creation in conventional and creative advertisements. Using quantitative analysis with structural equation modeling (SEM) and confirmatory factor analysis (CFA) by SmartPLS, the research found that customer-related factors show a significant positive effect on meaning creation in both ad types, with a stronger positive effect in creative ads. Divergence has a strong positive influence on meaning creation in both ad types, particularly in creative ads. Customer-related factors moderate the relationship between divergence and meaning creation in both ad types. While relevance showed no significant direct impact on meaning creation. Finally, there is an interaction effect for customer related factors with relevance on meaning creation. These findings contribute to understanding the dynamics of advertising effectiveness and consumer perception.