Chapter 9 Flashcards Preview

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Flashcards in Chapter 9 Deck (18):
1

creativity

ability to consider and hold together seemingly inconsisten elements and forces, making new connections

2

Seven of the greatest creative minds

freud, einstein, picasso, stravinsky, eliot, graham, gandhi

3

advertising needs creativity because

visible, fresh. Connect

4

ipod ad

has a better chance at breaking through ad clutter, simple colors - catches attention

5

zune ad

contributes to clutter: tells us what the product can do

6

creativity is subjective

tennis player and firefox ad

7

tennis player ad

not really creative

8

mozilla firefox ad

very creative, humor, connection, always use protection

9

interpersonal abrasion

causes problems --where ideas go to burn

10

creative abrasion

critical and productive -- helps spark new ideas

11

Client

wants big idea, but can be risk averse, may kill ideas and cause tension

12

creative

develop big ideas for the client, they are passionate about their ideas

13

agency

account executives meet the client objectives with the artistic vision of creative

14

internal conflict - account executives

highly concerned with client/objectives, predetermined goals, general with broad knowledge

15

internal conflict - creatives

less concerned with client, want to display creative brilliance, awards, highly focused and specialized

16

what does team work allow to happen

generate a synergy that allows them to rise above the talents of their individual members on many kinds of tasks

17

creative brief

sets upgoal for any advertising effort in a way that gets everyone moving in the same direction -- basic guidelines

18

3 P's creativity framework

people, process, place