BIG ‘C’ OR LITTLE ‘c’
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Any study of the subject of creativity will sooner or later come across what can be called the ’big ”C” or little ”c”? argument. For some, the act of ‘creativity’ is the preserve of the great artist or practitioner, where only the truly great can be called ‘creative’. In the other corner are the advocates of little ‘c’ , believing that creativity is available to all for use in whatever task – whether in art, house work, or filling in your tax return.
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Many people in the public relations business employ the convenient cop-out: ‘Oh, I Haven’t got a creative bone in me’, an use this as an excuse for not being creative and not taking part fully in group exercises such as brainstorming. Other say: ‘You are either creative or you are not’. Practitioners should take heart from the great writer on the advertising scene, Winston Fletcher, who says in his book How to Capture the Advertising High Ground (Fletcher, 1994) that creativity ‘is like height, weight, and strength …, we all have differing amounts, but we all have at least some’. Make the best use of your own creative capabilities by understanding the creative process, use the many creative techniques available, and be aware of what influences individual and group creative skills.
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It is a fundamental belief underpinning this written that we can all strive to make greater and more effective use of a talent we all possess, and that we are all creative.
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Any study of the subject of creativity will sooner or later come across what can be called the ’big ”C” or little ”c”? argument. For some, the act of ‘creativity’ is the preserve of the great artist or practitioner, where only the truly great can be called ‘creative’. In the other corner are the advocates of little ‘c’ , believing that creativity is available to all for use in whatever task – whether in art, house work, or filling in your tax return.
…
Many people in the public relations business employ the convenient cop-out: ‘Oh, I Haven’t got a creative bone in me’, an use this as an excuse for not being creative and not taking part fully in group exercises such as brainstorming. Other say: ‘You are either creative or you are not’. Practitioners should take heart from the great writer on the advertising scene, Winston Fletcher, who says in his book How to Capture the Advertising High Ground (Fletcher, 1994) that creativity ‘is like height, weight, and strength …, we all have differing amounts, but we all have at least some’. Make the best use of your own creative capabilities by understanding the creative process, use the many creative techniques available, and be aware of what influences individual and group creative skills.
…
It is a fundamental belief underpinning this written that we can all strive to make greater and more effective use of a talent we all possess, and that we are all creative.
.....
SUMMARY
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Creativity has previously been defined as: an individual skill; a process; the product of combining two or more elements; and by different value placed upon the creative product.
There is nothing wrong in borrowing or re-using an idea. All Ideas are presented in a new context.
Added value is the fundamental element of anything that is defined as creative. The measure of this added value is determined by its context.
Creative thinking uses the same mechanisms as non creative thinking.
Innovation is the use by a third party of a creative product.
Creative public relations practitioner have to work within brand values.
We all have varying degrees of creative talent.
Key Word : Added Value, Innovation, New Context
…
Creativity has previously been defined as: an individual skill; a process; the product of combining two or more elements; and by different value placed upon the creative product.
There is nothing wrong in borrowing or re-using an idea. All Ideas are presented in a new context.
Added value is the fundamental element of anything that is defined as creative. The measure of this added value is determined by its context.
Creative thinking uses the same mechanisms as non creative thinking.
Innovation is the use by a third party of a creative product.
Creative public relations practitioner have to work within brand values.
We all have varying degrees of creative talent.
Key Word : Added Value, Innovation, New Context
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