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Creativity in Communication - Paul 13

Creativity in Communication - Paul 13 - Adv Creativity in...

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Adv.- 3/28/11 Creativity in Communication: Bernbach’s Principles Creativity Creativity- The ability to take known facts, sound and objects and place them together in new and effective combinations. Creativity- the X Factor o Ex. The Fog; Carl Sandberg- The fog comes on little cat feet. It sits over the harbor and city on silent haunches and then moves on. o Ernest Hemingway’s “A Farewell to Arms” Repetition of the words “the” and “and” o Comic “Hey look, there is Sarah padding her college resume.” Field of Experience Source field of experience vs. audience field of Experience Creativity Kids are creative. Adults lose it. Creativity requires Discipline Philosophy/ Motto in terms of what commercial communication should be about: It’s not creative unless it sells. Great advertising requires Risk! o It is not produced by timid people but by people who are willing to take risks. Ex. Doug Lion 6
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