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Barriers to studying creativity?
- Difficult to define
- Doesn’t fall in one academic discipline
- Subjective by nature
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Mystical theory?
- Creativity is divine intervention
- Human = empty vessel
- Rooted in Greek tradition
- Plato believed creativity came from Muse
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Pragmatic Theory
- Practicing creativity instead of understanding it
- Edward de Bono - Lateral Thinking
- Alex Osborn - Brainstorming
- Roger Von Oech - Whack Pack
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Psychodynamic Theory
- Originally developed by Freud
- Tension between conscious and unconscious realities
- Adaptive regression -dreams, fantasies, drugs, psychoses
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Cognitive Tradition
Seeks to understand the mental representations and processes underlying creative thought
Graham Wallace described creativity through the four-stage process modelin The Art of Thought (1926)
- Includes the Four Stage Model
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Four Stage Model
- Preparation: research problem background,develop assumptions, assess
- Incubation: detach from creative process
- Illumination: discovery, epiphany
- Verification: application, testing
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Assumptions of the 4 stage model
- Relatively simple process
- Discrete stages, sequential in nature
- Recursive, one can return to an earlier stage if necessary
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Structure of intellect theory
- J.P. Guilford
- creativity as a seperate phenomenon from IQ
- convergent thinking VS. divergent thinking
- 150 different intellectual abilities in 3 categories: OPERATIONS, CONTENT and PRODUCT dimension
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Saachi and saachi
- pregnant man advertising
- lovemarks
- they dont have a mission statement instead they have a purpose: inspirational dream, focus, spirit
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Publicis
- media tunnel with live feed of social media
- lead the change
- olympic girl in room napkin commercial
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ogilvy and mather
- Man in the hathway shirt
- Reverse cancer youtube advertisement.
- O&M- one company indivisible
- function of advertising is to sell
- all about consumer
- ogilvy was 38, unemployed, dropped out of college and had multiple jobs when he decided to start company
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leo burnett
- image advertiser
- jolly green giant
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GSD&M
- Austin bound agency started by graduate students
- greed,sex,drugs and money
- work environment is called idea city
- had very odd core values
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CP and B (crispin porter and bogusky)
- factory like enterior
- HQ in miami
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