3-28 - March 28, 2011 Creativity in Communication:...

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March 28, 2011 Creativity in Communication: Bernbach’s Principles Creativity = the ability to take known facts, sound and objects and place them together in new and effective combinations Creativity = the X factor o The unknown factor in communications o The miracle product in human nature The fog o The fog comes in little cat feet. It sits looking over the harbor and city on silent haunches and then moves in –Carl Sandburg Ernest Hemingway’s “A Farewell to Arms” o Foreshadowing a story to come o Power comes from withheld information Field of Experience o Audiences field of experience o Source’s field of experience o Does it resonate with you? Kids are creative. Adults lose it. Discipline! o It’s not about being entertaining, it’s about communicating something about the brand o Ultimately, everything about a commercial message has to be aimed at achieving the brands objective Not the individual expression o It’s not creative unless it sells
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3-28 - March 28, 2011 Creativity in Communication:...

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