The concept of creative process has become the topic of many arguments and studies. However, some statements debate that it would be confusion if creativity is just developed spontaneously, and insisting the creation of ideas are followed by skillful techniques. (Korbo, 1992) Creativity is a mental process that generates new meaningful ideas based on original thoughts, or converts existing ideas into new concepts (Gabora, 2014). Many experiential readings in psychology and marketing aspects have mentioned about the processes of creativity. The most popular one should be the Young’s Five-Step Model Of Creative Process shaped by James Webb Young in 1939. (Chand, 2014) There are five steps of the Young’s Creative Process, which include immersion,
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Basically in this stage, we need to explore in different directions, and generate a pool of raw information, in order to construct new ideas. (Popova, 2012) To produce my creative deliverable after deciding my alcohol brand, I attempted to collect raw information, such as the target market, sales, history and competitors of Jack Daniel’s from the Internet and library. I also got inspiration from YouTube by watching the previous advertisements of Jack Daniel’s. Moreover, experiences and comments from friends are essential to me as well. According to James Webb Young, all of the creative people always have a visible characteristic; they will be extensive browsers in different areas of raw materials. (Bloore, 2013) Thus, the first stage is an important stage through the whole creative process since efficiency can be enhanced after good planning and preparation has been …show more content…
At this stage, concepts arise from the mind unconsciously to provide the origin of a creative idea. (Ruvalcaba, 2014) The idea starts to become mature, and an epiphany will come up in the creator’s mind, regarding to how to gather the whole concept and rationalize it. (Richards-Gustafson, 2014) Sometimes the stimulus will come to you when you are not expecting it. (Young, 1939) As I had decided the targeted customers are mainly women, and the objective of the advertising is building up a ‘female-friendly’ image to Jack Daniel’s, I tried to get inspiration towards this direction. The stimulation came up to my mind randomly when I was dressing up, and listening to club music before a Friday night-out, as it was associated with glamorous and dancing. Subsequently, I decided to inject club and music as one of main elements of my campaign. The concept is set into a story afterwards, so as to enhance attractiveness and interest of customers. The purpose is to lead them into the core of the story progressively and arouses empathy of
Basically in this stage, we need to explore in different directions, and generate a pool of raw information, in order to construct new ideas. (Popova, 2012) To produce my creative deliverable after deciding my alcohol brand, I attempted to collect raw information, such as the target market, sales, history and competitors of Jack Daniel’s from the Internet and library. I also got inspiration from YouTube by watching the previous advertisements of Jack Daniel’s. Moreover, experiences and comments from friends are essential to me as well. According to James Webb Young, all of the creative people always have a visible characteristic; they will be extensive browsers in different areas of raw materials. (Bloore, 2013) Thus, the first stage is an important stage through the whole creative process since efficiency can be enhanced after good planning and preparation has been …show more content…
At this stage, concepts arise from the mind unconsciously to provide the origin of a creative idea. (Ruvalcaba, 2014) The idea starts to become mature, and an epiphany will come up in the creator’s mind, regarding to how to gather the whole concept and rationalize it. (Richards-Gustafson, 2014) Sometimes the stimulus will come to you when you are not expecting it. (Young, 1939) As I had decided the targeted customers are mainly women, and the objective of the advertising is building up a ‘female-friendly’ image to Jack Daniel’s, I tried to get inspiration towards this direction. The stimulation came up to my mind randomly when I was dressing up, and listening to club music before a Friday night-out, as it was associated with glamorous and dancing. Subsequently, I decided to inject club and music as one of main elements of my campaign. The concept is set into a story afterwards, so as to enhance attractiveness and interest of customers. The purpose is to lead them into the core of the story progressively and arouses empathy of