The document discusses creativity and the creative process. It defines creativity as the generation of novel and useful ideas to solve problems. It notes that quality ideas come from generating large quantities of ideas and that creativity is a methodical process, not magic. The creative process can involve fear and doubt but the best creatives have ways to cope. Studies show beginning students focus on finished ads while advanced students redefine problems and consider more ideas. Models of the creative process include preparation, incubation, illumination, and verification. Mind maps and operational thinking strategies can aid creativity. Factors like preparation, incubation, and illumination are necessary for creativity. The document also discusses AI art and generative models like DALL-E 2 and Midjourney.

1. Creativity &
Inspiration

2. Creativity:
The generation, development and transformation of ideas
that are both novel and useful for solving problems.
Are ideas the product of creativity?

3. Quality ideas come
from great quantities
of ideas.

4. Creativity can be
magical but it is
not magic.
It’s a method for
fi
nding solutions
to problems

5. Creativity can’t be rushed.
The process although tedious,
slow or even stalled at times,
continues until a solution is
found.

6. The process of creativity can
engender fear & doubt.
Everyone experiences these
feelings. The best creatives
have a plan for how to cope
and move on.

7. Creativity in
Advertising Students
Study by Glenn Gri
ffi
n

8. Beginning students Advanced students
Immediately begin
working on solutions after
receiving a problem
They don’t write down
“bad “ideas
Ultimate goal: create
fi
nished ad
Less likely to accept
problem as it is
presented. Often rede
fi
ne
problem or
fi
nd new one.
They write down even
“bad “ideas. They don’t
pre-judge their own ideas
during the process and
keep better notes.
Ultimate goal: discover
great idea

9. Studies on
Creativity

10. TheCreativeProcess
1. PREPARATION
Studying the problem to be solved and gathering resources
2.INCUBATION
The problem is internalized and becomes largely a subconscious activity
3. ILLUMINATION
Possible solutions transition from subconscious to conscious thought
4.VERIFICATION
Solutions are tested and may be applied if shown to be viable
Graham Wallas, The Art of Thought, 1926

12. StructureofIntellectModel
1. CONTENTS
The sum of our knowledge (our intelligence)
2.OPERATIONS
How we use knowledge
3. PRODUCTS
New knowledge or ideas that are the
result of our thinking
There are 3 dimensions of intellectual abilities - J. P. Guilford, 1967

13. Operations:
thinking strategies which can be learned and
practiced (i.e. making lists, sketching mindmaps)

14. MINDMAPPING

15. Componential Model
1. PREPARATION
Studying the problem to be solved and gathering resources
2.INCUBATION
The problem is internalized and becomes largely a subconscious activity
3. ILLUMINATION
Possible solutions transition from subconscious to conscious thought
4.VERIFICATION
Solutions are tested and may be applied if shown to be viable
3 factors necessary for creativity to occur - Teresa Amabile

18. Think about your
own creative process.
Think about the
route you take to
fi
nd
ideas.
Illustrate that process on a piece of
paper. Can your visualization o
ff
er
someone else an understanding of
the process as you experience it?

19. Some
Examples

20. What about
AI Art?

22. DALL·E 2 is a new
AI system that can
create realistic
images and art
from a description
in natural
language.

23. Midjourney
produces an AI that
creates images from
textual descriptions,
exploring new
mediums of thought
and expanding the
imaginative powers
of the human
species.

25. Cue up to 17:50 - AI generated video