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UT - ADV 316 - ADV 316 Exam One Review - Study Guide

Created by: Cassidy Schap Elite Notetaker

Schools > University of Texas at Austin > Advertising > ADV 316 > UT - ADV 316 - ADV 316 Exam One Review - Study Guide

UT - ADV 316 - ADV 316 Exam One Review - Study Guide

School: University of Texas at Austin
Department: Advertising
Course: Creativity and American Culture
Professor: Robert Lewis
Term: Fall 2015
Tags:
Name: ADV 316 Exam One Review
Description: These are notes that were taken in the in-class review session for the exam. I found that it makes Robert's study guide significantly more useful. As an update (8:50 PM 9/29), I attached Robert's guide completely filled out in pdf form. **A/N: bolded terms typically are especially important to know and/or were emphasized in class/readings/etc.
Uploaded: 09/30/2015
4 5 3 57 Reviews
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background image Review  sheet  –  exam  1   This  study  guide  is  not  intended  to  be  comprehensive,  but  focuses  on  the  main  elements  to  appear  on  Exam  1.      Theories  of  creativity  &  innovation   •  Creativity  definition   o  A  process  by  which  a  symbolic  domain  of  culture  is  changed.   •  What  creativity  is  &  is  not  (according  to  Csikszentmihalyi)   o  Brilliance  is  NOT  creativity  
o  Talent  is  NOT  creativity  
o  Unusual,  original  perception  is  NOT  creativity  
o  Creativity  with  a  big  ‘C’,  is  changing  culture  in  some  important  respect.  
•  Attention/leisure  time  in  creative  process   o  Attention  is  a  limited  resource  
o  Hence  struggle  between  specialization-­‐generalization  
o  “Leisure  time”  is  important.  
•  Steps  in  creative  process   o  Preparation  
o  Incubation  
o  Insight  
o  Elaboration  
o  Evaluation  
•  Systems  model  of  creativity   o  domain  –  a  set  of  symbolic  rules  and  procedures   §   Taylor  Swift  has  been  recognized  as  being  really  good  at  selling  her  
music  in  a  Creative  way.  The  domain  in  which  she  is  working  under  is  
the  music  industry  (or  music  sales).   o  field  –  Individuals  who  act  as  gatekeepers  within  a  domain   §   From  Week  1  Article:   •  “In  physics,  the  opinion  of  a  very  small  number  of  leading   university  professors  was  enough  to  certify  that  Einstein’s  
ideas  were  creative.  Hundreds  of  millions  of  people  accepted  
the  judgment  of  this  tiny  field  and  marveled  at  Einstein’s  
creativity  without  understanding  what  it  was  all  about.”  Here,  
the  professors  are  the  field.  
o  person  –  Sees  novelty  within  a  domain  and  submits  the  novel  idea  to  the   field.   o  Consequences  of     §   For  an  individual  to  be  creative  in  a  domain  they  must  be  exposed  to  
domain  
§   Creativity  must  manifest  within  existing  domains   •  Aspects  of  Domains   o  Clarity   §   Clarity  of  the  structure   §   More  mature  domains  tend  to  be  clearer  in  their  structure.     §   The  rules  are  clearly  defined  in  more  mature  domains  
background image §   Chemistry  and  Physics  example  from  reading.   o  Centrality   §   Centrality  within  a  culture   §   The  more  resources  a  culture  invests  in  a  creative  domain,  the  more   innovation.   o  Accessibility   §   It’s  the  speed  with  which  an  individual  can  internalize  a  domain.   §   Barriers   •  Field  may  create  a  protective  shield  around  a  domain  of   knowledge.   •  Contribution  of  individual   o  S/he  mentally  simulates  the  entire  system  to  judge  whether  their  work  is   “creative”.   •  Csikszentmihalyi’s  “Flow”  concept     o  The  mental  state  one  must  get  into  to  begin  the  creative  process  
o  When  skill  level  and  Challenge  level  are  both  high  and  comparable,  that  is  
when  one  experiences  “flow”   •  Johnson’s  six  conditions  for  creativity:   o  1.)  Adjacent  Possible   §   Must  use  components  and  ideas  that  exist  in  his/her  environment.   •  Cannot  invent  an  app  if  apps  do  not  exist.  
•  Idea  for  printing  press  came  from  existing  wine  press  
technology.   o  2.)  Liquid  Networks   §   Loose,  informal  networks  enable  discovery.   •  Coral  Reefs  have  high  biological  diversity,  has  the  rigidity  of   the  reef  with  the  chaos  of  the  ocean.  Not  too  defined  but  not  
too  chaotic.  
o  3.)  Slow  Hunch   §   It  can  take  years  for  a  hunch  to  blossom  into  a  full-­‐blown  innovation   •  Most  ideas  are  not  complete,  they  are  “hunches”  rather  than   true  insights.   •  The  idea  of  evolution  is  an  old  idea  that  existed  before  Darwin,   he  just  formalized  it.  He  had  a  “hunch”  that  evolution  was  a  
force  of  nature  but  it  wasn’t  until  he  collected  a  lot  of  data  that  
the  “hunch”  became  a  more  developed  idea.   o  4.)  Serendipity   §   Making  innovations  partially  through  accident/chance.   •  Penicillin  
•  Discovery  of  microwave  oven  
o  5.)  Error   §   Creativity  not  guided  by  person,  but  was  altogether  an  error  that  led   to  discovery.   •  Making  innovations  that  differ  from  the  original  intentions.  
•  Viagra  was  supposed  to  be  a  heart  medicine  
background image •  Advent  of  the  Pacemaker   o  6.)  Exaptation   §   Repurposing  (hacking)  one  innovation  to  make  it  do  something  else.   •  Insight  problem  (Necklace  problem)   o  CSP  has  also  investigated  the  Cheap  Necklace  Problem  (CNP),  which  instructs  the  problem   solver  to  make  a  complete  closed  necklace  from  4  chains  containing  3  links  each.  The  
participant  is  allowed  15  cents  to  do  so,  but  it  costs  2  cents  to  cut  open  a  link  and  3  cents  to  
fuse  it  back  together.    
o  Below:  The  Cheap  Necklace  Problem  (CNP)  in  its  initial  state  and  the  solution.   •    o  Unlike  what  is  illustrated  in  Figure  3,  the  vast  majority  of  participants  link  2  chains  (of  3   links  each)  end-­‐to-­‐end  with  their  first  5  cents  (2  cents  to  cut  one  link  open  and  3  cents  to  
fuse  it  back  together,  once  it  has  been  linked  through  the  loop  of  one  of  the  links  on  other  
chain)  for  their  first  move  (Chu,  Dewald,  &  Chronicle,  2007).  This  preferred  first  move  
appears  to  be  making  optimal  progress  toward  the  solution,  because  only  one-­‐third  of  the  
money  has  been  used  to  connect  what  appears  to  be  half  of  the  chains  (2  chains  out  of  the  4).  
Again,  the  participants  do  not  have  the  lookahead  ability  to  see  that  starting  this  way  will  
guarantee  solution  failure.  Participants  always  attempt  to  maximize  their  progress  toward  
the  goal  with  each  move.     
  
Psychology  and  WEIRD  people   •  WEIRD   o  Why  are  many  Americans  WEIRD?   §   Western  Educated  Industrialized  Rich  Democrats   •  Differences  b/w  WEIRD  people  and  normal  people.   o  Basic  cognitive  (illusions)   §   Sander  Illusion   •     §   Muller  Lyer  illusion   •    

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School: University of Texas at Austin
Department: Advertising
Course: Creativity and American Culture
Professor: Robert Lewis
Term: Fall 2015
Tags:
Name: ADV 316 Exam One Review
Description: These are notes that were taken in the in-class review session for the exam. I found that it makes Robert's study guide significantly more useful. As an update (8:50 PM 9/29), I attached Robert's guide completely filled out in pdf form. **A/N: bolded terms typically are especially important to know and/or were emphasized in class/readings/etc.
Uploaded: 09/30/2015
12 Pages 99 Views 79 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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