Advertising: A Very Short Introduction (Very Short Introductions) by Fletcher Winston

Author:Fletcher, Winston [Fletcher, Winston]
Language: eng
Format: epub, mobi
Publisher: Oxford University Press
Published: 2010-06-23T16:00:00+00:00

13. CDP’s Heineken campaign scooped up international creative awards

The nature of creativity

What is creativity? Even more than any of the other definitions we have considered, creativity is impossible to define with any accuracy – though many people have tried, and you will find many definitions in dictionaries. It is sometimes said that, although it cannot be defined, it can easily be recognized. Like lots of other things said about creativity, this is a half-truth. Yes, creativity can be recognized, but different people recognize different things as being creative. As we all know, most people at first rejected the Impressionists’ paintings as not being art, while today they are accepted as being among the greatest works of art in history. The same has been true in music, and in literature. And it has sometimes happened in advertising.

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