definition and measurement of creativity
DESCRIPTION
A class presentation for ADV 6383 - Creativity as Problem Solving by graduate students Arin Forstenzer and Trudy Thomason at SMU's Temerlin Advertising Institute.TRANSCRIPT
Arin Forstenzer & Trudy Thomason
The Definition and Measurement of Creativity: What Do We Know?by Jaafar El-Murad & Douglas C. West
Agenda Creativity and Advertising
The Creative Idea
What Do We Know About Advertising Creativity?
How Can We Measure it?
How Can Advertising Creativity Be Encouraged and Enhanced?
The Authors
Dr. Jaafar El-Muraad - Dept. Head of Marketing & Business Strategy at Westminister Business
School (London) Likes to scuba dive and research creativity in advertising, sustainability & ethics in advertising and
marketing
Dr. Douglas C. West Professor of Marketing at the University of Birmingham (UK) Executive Editor, Journal of Advertising Research Research Interests:
advertising agency management creativity and risk
Definition Varies by Context
Variety of Attributes “Originality” “Novelty” “Problem solving” “Appropriate” “Ability”
Creativity
Advertising Creativity
“Creativity is at once the least scientific aspect of advertising and the most important” (Reid, King and DeLorne, 1998)
“Advertising Creativity involves the conceptualization and production of an object from new or existing components in a novel way that is also relevant to the task in hand” (El-Murad and West, 2004)
Features of Successful Advertising Creativity:
Impact
Quality
Style
Relevance
Achieves specified objectives
The Creative Idea Effect on Sales and Agency Employment Random Process or Systematic Impact on Ad’s Effectiveness
“originality and imagination must operate within a goal-directed and problem-solving context”(Reid, King and DeLorne, 1998, p. 3)
4 Key Elements to Effective Creative Advertisements Originality Imagination Goal-Direction Problem Solving
Successful taglines have impact beyond their original intent
“A Diamond is Forever” -DeBeers
“When it Rains it Pours”-Morton Salt
“Always a Bridesmaid, Never a Bride” - Listerine
Taglines
Theories Primary Process Cognition Defocused Attention Associative Hierarchies
dominates literature flat vs. steep associative hierarchies
All three theories focus on the individual’s associative ability
“Investment Theory of Creativity”
Typologies
Rhodes: “(1) the creative person, who, by means of (2) the creative process produces (3) the creative product, in response to the macro/micro environment in which he or she is located...(4) the creative press”
Sternberg and Lubart (1999): seven approaches Mystical
Pragmatic
Psychodynamic
Psychometric
Cognitive**
Social-Personality*
Confluence
Measuring Creativity
Psychometric Tests
Tests of Divergent Thinking
Attitude & Interest Inventories
Personality Inventories
Biographical Inventories
Hocevar (1981) 10 categories of Classification, 2 Broad Categories
Expert OpinionTeacher Nominations
Peer Nominations
Supervisor Ratings
Judgment of Products
Eminence
Self-reported Creative Activities & Achievements
Measuring Advertising Creativity Panel of Industry Experts
Creative Personality Scale
One Show Advertising Creativity Awards highly coveted in the industry
TV commercial popularity
Expert Panel of Advertising Students
www.oneclub.com
Old Spice “The Man Your Man”
2010 One Show(Gold Pencil) Award Winner (Television :30-Single)
CLIO Award, 2010 (Bronze)- Direction
London International Awards-LIA, 2010 (Gold) for Cosmetics/Toiletries/Pharmaceuticals
London International Awards-LIA, 2010 (Gold) for Direction
AICP 2010 (Winner) for Humor
AICP 2010 (Winner) for Performance/Dialogue or Monologue
AICP 2010 (Winner) for Humor
New York Festivals World’s Best Advertising 2010 (Silver) for Cosmetics/Beauty Aids/Toiletries
http://www.youtube.com/watch?v=owGykVbfgUE
Enhancing & Encouraging Creativity Workplace Environment
Managerial Practices
Amabile (1998): Six factors that impact creativity
Nurture appropriate risk-taking
Encourage freedom within boundaries
Teams
Sternberg (2000): “10 Decisions”
Discussion Questions