ADV 318J Chapter 9: Chapter 9 Notes
Document Summary
Creativity: ability to consider + hold together seemingly inconsistent elements + forces, making a new connection. Reflects early childhood experiences, social circumstances, cognitive styles. Creating minds gardner examines works of seven greatest creative minds of 20th century saw that all were insanely committed, barely had social life/hobbies, were troubled, childlike in a critical way (mental and behavior) Creative minds desire marginality, love being outsides, no emotional stability. Most noted w/ absolut vodka, the dude who thought. Real gift is being the synthesizer : creative who is able to pull various elements of creative strategy together within ads + all forms of integrated brand promotion. Ex: priceline, brings in william shatner to serve as the negotiator . Creativity = needs to make consumer pay attention, feel motivated to take action, stir feelings, consumer wants to purchase. Listen to clients and take their ideas seriously. Tension and conflict can be good in producing great advertising. Chad rea, ut austin processor: think first.
