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Advertising lecture notes part 1

Advertising lecture notes part 1 - Examples of creative...

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Examples of creative things I. Outside of advertising a. In everyday life- drums with lids to roll water to where they need it- hippo water roller. South Africa i. More then 1 billion people lack access to clean drinking water, and millions dies every year from water related diseases solution: water bottles in sun ii. Iraq- shoot silly string before you enter a room to save lives b. In advertising i. How do you capture the feeling of being on a Benelli motorcycle in the print ad? 1. What do all these ads and no ad ex of creativity have in common? a. A degree of uniqueness b. A degree of familiarity- make the familiar strange and the strange familiar 2. Avoiding clichés- not limited to one industry a. Fashion- couple looking vacant b. BMW task Defining creativity II. Creativity is taking existing things and combining them in new ways or for new purposes. The James Webb Young creative process III. Worked in advertising at J. Water Thompson in the 20s and 30s.
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