Lecture 6 Flashcards
1
Q
Advertising creativity
A
The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems
2
Q
Rationalists vs poets
A
o Rationalists: dvertising must sell the product or service
o Poets: must build and emotional bond bw consumers and brands
3
Q
• Wallas’ Model of the Creative Process:
A
Preparation
Incubation - ideas develop
Illumination - find solution
Verification - refining the idea
4
Q
• Young’s Model of the Creative Process
A
o Immersion: gathering raw material and data
o Digestion: analysing the information
o Incubation: letting the subconscious do the work
o Illumination: birth of an idea
o Reality or verification: reshaping the idea for practical use
