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Definition and Measurement of Creativity

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Glenn Griffin

A class presentation for ADV 6383 - Creativity as Problem Solving by graduate students Arin Forstenzer and Trudy Thomason at SMU's Temerlin Advertising Institute.

Formation
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The Definition and Measurement of Creativity: What Do We Know? ,[object Object],Arin Forstenzer & Trudy Thomason
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Authors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Creativity
Advertising Creativity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Creative Idea ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Taglines
Theories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Typologies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring Creativity ,[object Object],[object Object],[object Object],[object Object],[object Object],Hocevar (1981) 10 categories of Classification, 2 Broad Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring Advertising Creativity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
www.oneclub.com
Old Spice “The Man Your Man” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.youtube.com/watch?v=owGykVbfgUE
Enhancing & Encouraging Creativity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Questions

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Definition and Measurement of Creativity