ADV 390 EXAM 1 Lecture Notes Questions And Answers Rated A+.
Creativity - correct answer. creativity is taking existing things and combining them in new ways or for new purposes
What were the 3 phases in the history of the concept of creativity? - correct answer. Phase 1: Gift...
Creativity - correct answer. creativity is taking existing things and combining them in
new ways or for new purposes
What were the 3 phases in the history of the concept of creativity? - correct answer.
Phase 1: Gift from Gods or God
Phase 2: Renaissance to Humanism
Phase 3: Psychological and Contextual Influences
Phase 1: Gift from Gods or God - correct answer. The bi-cameral mind
• One chamber: receptacle for creative impulses
• Other chamber: express this inspiration through speech, writing, action
Phase 2: Renaissance to Humanism - correct answer. o After dark ages/plague, there
are societal and hierarchal shifts
o Self-responsibility: people influence and ideas are built
o Problem solving through own efforts - Copernicus, Newton gave logic to thinking
Phase 3: Psychological and Contextual Influences - correct answer. o Starting late
1800s
o Nature vs. Nurture debates
o Throw Freud and subconscious onto the mix
What are the 5 steps in creativity? Can you give an example from class that we talked
about? - correct answer. 1. Problem identification
2. Background research
3. Multiple solutions
4. Make it happen
5. Assess results
- ketchup bottle, water drums
, What 3 things do non-advertising and advertising solutions have in common? - correct
answer. uniqueness, familiarity, cliches
How did James Webb Young break advertising taboos? - correct answer. First
advertisement for deodorant for ladies
What are the 5 steps in the James Webb Young Creative Process? - correct answer.
1. Preparation
2. Digestion
3. Incubation
4. Illumination
5. Reality
James Webb Young Creative Process: Preparation - correct answer. Specific and
general information
- specific: enemy of preparation, how much is enough
- general: general knowledge, experiences
James Webb Young Creative Process: Digestion - correct answer. - think about
research and pull ideas from it
- this is when it all starts coming together
- you will hit first wall
James Webb Young Creative Process: Incubation - correct answer. - second wall hits
- subconscious is working on problem
- walk away
James Webb Young Creative Process: Illumination - correct answer. - ideas start
coming together; Eureka/AHA! moment
- find your zone
- not a reasoned solution
James Webb Young Creative Process: Reality - correct answer. - bring it all back:
does it solve the problem at hand? fit the conditions? will it be accepted?
IDEO: Deep Dive
- what are the 3 questions we focused on?
- answer the 3 questions - correct answer. Does it follow the James Webb Young
process? Yes:
1. Preparation: went to stores
2. Digestion: different solutions, different situations
3. Incubation: got stuck and seniors took over
4. Illumination: ideas on the wall, made the prototypes
5. Reality: refined the ideas and took carts back to the stores
Did it result in something creative? Yes.
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