《广告学 Advertising》课件-CH10_V97.ppt

Lecture Presentation Series Creativity Defined Creativity Across Domains Common Traits of Creative Individuals Csikszentmilhaly’s Creative Triangle Recognizing Creativity Creativity in the Business World The Creative Process and Product How to Assure Poor Creative Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Ten OH 10-1 Eureka! Creativity is the soul of advertising OH 10-2 Mozart, DaVinci, Keats, Ogilvy? Creativity is a gift OH 10-3 Self-confident Alert Unconventional Hardworking Committed OH 10-4 The Individual Other people (rivals, judges, supporters in the field) The Work (relevant symbol systems in domain/discipline) OH 10-5 Who determines creative success? What are the purposes of creative endeavors? Must you die first to be recognized? Why do critical and popular acceptance differ? OH 10-6 1. Viewed as a positive, yet elusive trait 2. Delimited along an adaptation--innovation continuum 3. Includes the ability to consider and hold together seemingly inconsistent elements and forces OH 10-7 1. Oil and Water 2. Art and Science 3. Why Creativity?