ADV 318J Chapter Notes - Chapter 9: Taco Bell, Egocentrism, Brainstorming
Document Summary
Chapter 9: managing creativity in advertising and ibp. 9. 1: why does advertising thrive on creativity: clutter is the enemy of effective advertising. Great creative can defeat clutter: research shows that award winning creative ads break through the clutter and get remembered. More than creativity though, about making sense to consumers, setting the agenda, and giving meaning to the brand: brands make emotional connections when they engage consumers through sensory experiences and emotional episodes. 9. 2: creativity across domains: creativity is the ability to consider and hold together seemingly inconsistent elements and forces, making a new connection. Ideas born of creativity reveal their own logic: creativity can reflect early childhood experiences, social circumstances, cognitive styles, and has been associated with madness, common threads of people who are considered creative . Self-confident, alert, unconventional, hardworking, and committed obsessively to their work. Also lead to and merges with egotism, egocentrism, and narcissism: also desire marginality.
