Media Creativity for Advertising Public Relations

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Media Creativity for AdvertisingPublic
Relations
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CREATIVITY QUOTIENT C Q
Creativity Guilford. 1950 ??????????????
(Divergent Thinking) ??????????????
(Originality) ??????????????? (Fluency)
?????????????? (Flexibility) ???????????
(Elaboration) Osborn. 1957 Applied
Imagination Fromm. 1963 ?????????????????????????
???????? ?????? ?????? ?????????????????????????C
reativity is the ability to see or to aware and
to respond
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CREATIVITY QUOTIENT C Q
Creativity Sudinc. 2007 ?????????????????????????
?????????????????? ????????? ?????????????
??????? ???????????? ???????? ??? ?????????????.
Creativity is the ability to decision or
interaction from Passion and Prejudices to
BETTER, RIGHT, COMMON GOOD, Good HEALTH No HELL,
TANGIBILITY.
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???????????????????????????????????????????????
CREATIVITY QUOTIENT C Q
?????????? ????? ???????? ????????????????????
??????????????????????????????? ??????????
???????????? ???????????
CREAVITY
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CREATIVITY QUOTIENT C Q
3Ps Creativity ???????????????????????????????????
???????????????? ?????????????????????????????????
????? ??????????????????????????????????????? 3
?????? ?????????????????????? (Creative
Process) ??????????????????????????? (Creative
Person) ???????????????? (Creative
Product) ?????????????????????? (Creative
Process) The Creative Problem Solving Process
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Content Course Outline
A.Theory .Communication .Health
System .Technology Innovation .Social
Environment .Politics Economy B.Analysis .Adve
rtising.Public Relations.Marketing.Branding
.Product.Consumer.Tool
C.Creative Process .Creativity Model
.Philosophy.Paradigm, Power Vision
.Intelligence, Emotion, Attention.Experience
Education D.Workshop .??????????????? .???????
??????.?????????????????????????? .????????????
??? ?????????????????
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Media Creativity for AD.PR.
Theory .Communication .Health
System .Technology Innovation .Social
Environment .Politics Economy
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T H E O R Y
.Communication (1) Factor in Communication Sender
???????????-????????? Message ??? Channel
???????/?????????????????????? Receivers
????????? Feedback ???????????????
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T H E O R Y
Communication Model
BERLO SMCR LASSWELL SMCRE ROGER SMCREF KAVIYA
Sender Information Message Media Channel
Receiver Effect Feedback Interaction SCHRAM S
information M organization mass communication
dcode interpret ncode C opinion leader
R receiver F expect
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T H E O R Y
Communication Model
SCHRAM
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T H E O R Y
.Communication (1) Factor in Communication
Source/Sender
Information
Message
Media
Channel
Receiver
EffectFeed back
Interaction
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T H E O R Y
.Communication (2) ???????????????? ?????????????
?????????? (Intra-personal Communication) ????????
?????????????? (Interpersonal Communication) ????
??????????????????????? (Public
Communication) ??????????????????? (Organization
Communication) ??????????????? (Mass
Communication) ???????????????????????
??????????????? (International and Cross-cultural
Communication)
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T H E O R Y
.Communication (2) ????????????????
Recognition
Interpretation
IntraCommunication
Cognitivestructure
Learning
Intellectualdevelopment
Attention
Perception
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T H E O R Y
.Communication (3) Functional Approach
???????????????? ??????????? ???????
??????????
LASSWELL SCHRAMMSurveillance
.??????????? -Watchman .???Correlation
.???????????????/???????????? -Forum
.??????????Transmission of social
.??????????????? -Teacher .???
KAVIYA SUDINVerify .??????? -Self Protection
.???????????Information .??????? Eduction
.????????Warning .????????
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T H E O R Y
.Communication (4) Uses and Gratification
Approach ???????????????????????? ???????????
??????????????? ??????? ??????????
???????????????????? ??????????????????????????B
asic Need .?????????????????? Individual
Characteristics .??????????????????
(???????????????????) Safety, Security
.???????????????????????Media Behaviour
.??????????????????????
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T H E O R Y
Functional Approach ???????????????? ???????????
??????? ??????????
Functional
Uses Gratification
Uses and Gratification Approach
???????????????????????? ???????????
??????????????? ??????? ??????????
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T H E O R Y
.Communication (5) Media -Structure
Rule-Physical Media
Physical Media ???????? (Medium)
????????????????????? ?????? (Message Content) ??
3 ?????? (1) Material ?????? ????????????????
?????????????????? ??? ??????? ???????? ???????
??? ???????? (2) Analog Signal Device Signal
sound wavelight waveradio wavemagnetic wave
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T H E O R Y
.Communication (5) Media -Structure
Rule-Physical Media
Physical Media (1) Material(2) Analog Signal
DeviceSignal Signal Medium -Card-Tape-Disc
?????????? ???????? -????????????? (Mechanic)
??????? (reader) ??????? (player) ?????????
(recorder) -?????????? input ??????????? (Signal
Medium) -????????? output ?????????????
(Speaker/Monitor)
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T H E O R Y
.Communication (5) Media -Structure
Rule-Physical Media
Physical Media (1) Material(2) Analog Signal
Device (3) Digital Signal Device Signal -sound,
light, radio, magnetic, sattlelite Signal
Medium -Tape -Disc (VCD/CD/DVD/MD) -Fixed Disc
(Harddisk) -Flash Memory (CF/SD/MS)
?????????? ???????? -????????????????
input -???????????? processing -???????????????
output
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T H E O R Y
Structure Rule (1) Personal ????????? (2) Materia
l Place ????????? ??????? (3) Activity Events
??????????? ???????? (Drama/Show,
Exhibition/Performance) (4) Print
????????????? (5) Telecommunication
IT????????????? (Radio/TV/WWW Channel) (6) Electr
onic Multimedia????????????????????????????????
(Analogue/Digital/Film) (7) Speech ???????????
.Communication (5) Media
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T H E O R Y
.Communication (6) Public Relations and
Advertising
???????????????? Public Relations ???????
?????????????????????????????????????
??????????????????? ??????????????????????????????
???????? ?????????????????????????????????????????
???????? ???? ??????????????????????
?????????????????????? ??????????????? ????????
Advertising ??????? ?????????????????????
????????????? ???????????????? ???????????????????
???????????????? ????????????????????????????????
???????? ?????????????????? ?????????????????????
??????? ???????????????????????
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T H E O R Y
.Health System ????????????????? (Physical
Health) ????????????? (Psychological
Health) ???????????????????????????? (Emotional
Health) ????????????????????????????? (Social
Environment and Public Health)
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T H E O R Y
. Health SystemPhysical Health
?????????????????
- ???? (Brain) - ?????????????????????? (Immune
System) - ??????????????? (Neurotransmitter) - ???
???????? (Pineal Gland) - ????????? (Mental
Health) - ????????? (Personality) - ??????????????
??????? (Detox) - ???????????????????????
(Neurobics)
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T H E O R Y
. Health System Psychological Health
?????????????
- ?????????????????????? (Success Mind) - ???
(Mind) - ????????????????????? (Self-Esteem) - ???
???? (Gsychergy) - ??????? (Attitude) - ????????
(Attention) - ??????????? (Subconscious) - ???????
? (Motives)
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T H E O R Y
. Health System Emotional Health
????????????????????????????
?????????? (Emotion) - ??????????? (EQ)
- ????????? (Perception) - ?????????????????
(Immediacy) - ???????? ???????? (Fear /
Fearless) - ?????????? (Stress)
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T H E O R Y
. Health System Emotional Health
????????????????????????????
????????????????(Intelligence) -?????????????????
(Creative Thinking) -???????????????????
(Intuitive Power) -??????????? (Solve
Problem) -?????????????? (Dialogue) -?????????????
? (Core of Buddhism) -??????????? (Paradigm)
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T H E O R Y
. Health System Emotional Health
????????????????????????????
????????????????????????????? (Emotional
Skill) - ?????????? ID, EGO, SUPER EGO - ??????
?? ?? ???? (??? ????? ?????) - ??????????????????

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T H E O R Y
. Health SystemSocial Environment and Public
Health?????????????????????????????
????????????? (Process) - ???????
(Competency) - ????????????? (Leadership) - ??????
?????????? (Learning Theory) - ??????????? (Web
of Life) - ???????????????????????????????
(Cognitive Domain) - ?????????????????????????????
(Affective Domain) - ???????????????????????????
???? (Psychomotor Domain)
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T H E O R Y
. Health SystemSocial Environment and Public
Health?????????????????????????????
?????????????? (Relation) -?????????
(Networking) -????????????? (Human
Relations) -?????????????? (Behavior) -?????
(Comedy) -?????????? (Ecology)Eco-CommunicationG
arbologyBiology
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T H E O R Y
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T H E O R Y
. Politics Economy