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UT ADV 325 - The Non-science of Creativity

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So what is the real story behind creativity?!(not the science)Elizabeth Gilbert: author of eat, pray, love (going to be on test)TED talk:Writer is a profession and loveSomething peculiar happened in her life: Everybody think she is going to be doomed because nothing will ever be better than that super hit worldwide!Aren’t you afraid of humiliation for rejection? Or broken dreams? YES!!!Why is it expected that people feel afraid for creative results.Chemical engineers: don’t have that scare. They don’t have the same reputation of the creative (writers)Creative that commit suicide, somehow we have linked suffering and creativity together.She doesn’t want to encourage that in creative minds.My greatest success is probably behind me… and how am I going to keep myself from killing myself.I am afraid of how to handle future reactions about my work.In looking for new ways of things, she thought about Greek.Greeks daemons that were responsible of that creationsRomans called in genius, not really intelligent but a creature that will help the author to write their master pieceIN THIS WAY THE ARTIST was protected from humiliation and also from thinking more that what you wantAllowing some person to be the vessel or the font of this creativity master piece IS A HORRIBLE MISTAKE. The pressure of that is killing the artists. We are not prepared for that!Why not think about it in this way of fairy’s hat help the authors and spill the genius juice”Poet that came rolling out of the hill where she needed to run towards the paper and the pencil and catch the poem and transcribe.“Come back at another moment!! don’t you see that I am busy right now?”At the end it is just a glimpse of god, “ole , ole, ala, ala”The pressure on the next morning is to do that again. !!!Don’t be daunted, and just show up for your job, if the genius or daemon appears somehow and in some way. Great!!She doesn’t mention the muses:MUSES:Greeks and Romans believe in them and they brought creativity in individualsMnemosyne : the mother of muses. Zeus and her had 9 consequent nights they had sex together and she had 9 muses as daughtersDaughters:1) Callipe- poetry2) Clio – history3) Erato- love poetry4) Euterpe- muic5) Melpomene- tragedy6) Polyhymna- sacredpoerty7) Terpsichore – dance8) Thalio- comedy9) Urania-AstronomyThey all are joined together with memory or MNEMOSYNE.Plato said: “He who approaches the temple of the muses without of inspiration, in belief that craftsmanship alone suffices, will remain a bungler and his presumptuous poetry will be obscured by the songs of manias” -> if you are not studied or prepared for inspiration, forget about it.J.P Guilford: (brain wars 1950)Divine intervention until this guy.He was the president of the American Psychological associationOne of the best things we can do is to study Creativity. This study was essential for man kind stability.-> if us hopes to survive the cold war, they need creativity.E. Paul TorranceProfessor of educational psychologyHe said that the IQ test was not the only way to measure intelligence.He created the Torrance test of creativity thinkingWhat does it evaluate?Fluency: total # of interpretable and relevant ideas generatedFlexibility: # of different categories of relevant responsesOriginality: rarity of responsesElaboration: amount of detail in responses.Todd LubartFrench guyLONG articles on creativity. (boring)Raised issues from the 4 step process (prep, incubate, illumination, verify) HE DISSAGREEDHe said:What MENTAL operations should actually occur?Shouldn’t be compartmentalizedFrustration? (brain so over charged that it gives up, then something happens and AHA moment)Creativity everybody stick to Wallace’s 4 steps!!! Most people agree with WallaceCreative Innovation:-How people are revolutionizing society with creativity- The GAP: talked about social shopping (nobody shops alone) SO.. how do they encourage people to come together to the GAP : Bigger dressing rooms!!! -> to fit more people.-Circus had to innovate from elephants to contortionistHOW TO THINK?For our purposes there is two types of thinking:Look at one thing -> CONVERGENT-Measured by IQ test. Seen in arithmetic-Solves problems with defined or predetermined solutions. These are rational problems with ONE CLEAR AND CORRECT ANSWER-Logical and deductive-Used in judgment and evaluation.Try to look at a bunch of things just little tiny things-> DIVERGENT.-Where similar ideas and concepts become increasingly different the more you ideate-Allows for accumulation of lost of ideas for problems where a solution is not already defined, and one answer does not necessarily exist-The more you dig, the more gems you find.-EINSTEIN: Instead of looking in the haystack for one needle, I would look for all possible needles. Who said it is only one answer?So which one do we use? BOTH! We got to use a combination of both in Advertising.Making a Pot:Ceramics becomes useful for something:Divide the class in two groups: one with high quantity, and another one just had to make one perfect potWinner team: 1sr group they failed more times, but they practice more and had better pots that the other one.Creative people: MAKE MORE MISTAKES BUT DON’T ABANDON.Associative Thinking:I say chocolate you say… barIf I said egg and you said… rain (they could be associated) connecting dotsSpider Map: Branching out and ideas that combine things that you never thought you could be related.LAST ARGUMENT:Results may vary, and different processes for everybody.HOWARD GARDNER: (Harvard professor of cognition and Education)Theory of multiple IntelligencesVerbal/ linguisticMathematical/ LogicalSpatialMusicalBodily/ KinestheticIntrapersonal- very intuitive peopleInterpersonal- good sales personTERESA AMIBLE (Social Psychology)Intrinsic motivation, domain-relevant skills, creativity-relevant processesNOT NECESSARILY extrinsic motivation in the Componential ModelCreativity-Relevant ProcessesLooking for solutions that aren’t obviousThrowing out old/ pursuing new directionAppreciating and being comfy with complexityAppreciating and being comfy with ambiguityReusing to prematurely pass judgment.Domain-Relevant SkillsFOR Art director:Know principles of design and layoutHand SkillsPrograms like photoshop, illustratorEVERYONE IS DIFFERENT… there is always someone that is different.Deborah Morrison and Glen Griffin:-To show their creative process in a piece of paper.Big fishes in creativity


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