2013年8月6日 星期二

Creativity Awards: Great Expectations?

from 

Mark Kilgoura, Sheila Sasser & Scott Koslow
Creativity Research Journal, 25 (2), 2013

Given the creativity inherent in advertising, one useful measure of creativity may be the advertising creativity award. Although creativity awards have been used by academics, agencies, and clients as indicators of exemplary creative work, there is surprisingly little research as to what creative elements they actually represent. Senior agency executives were selected to assess their own campaigns in terms of originality and strategy, and were also queried about whether those campaigns would win creativity, and effectiveness, awards. Findings show that the campaigns deemed worthy of creativity award recognition are usually highly original. Yet, most award-winning work is rarely regarded as being highly strategic. The results indicate that this originality bias contained in award-winning advertisements may limit their usefulness as proxy measures of creativity. Although the originality aspect of creativity is reflected, strategy and appropriateness are not adequately, nor proportionately considered. Implications for the use of creativity awards by researchers, as well as managerial issues, are discussed.

2013年8月3日 星期六

Gever Tulley 透過工匠教導人生的一課

Janet Echelman:重視想像力

Julie Taymor: Spider-Man, The Lion King and life on the creative edge

Beyond Individual Creativity: The Superadditive Benefits of Multicultural Experience for Collective Creativity in Culturally Diverse Teams

資料來源:Tadmor, Carmit, Patricia Satterstrom, Sujin Jang, and Jeffrey Polzer. "Beyond Individual Creativity: The Superadditive Benefits of Multicultural Experience for Collective Creativity in Culturally Diverse Teams." Journal of Cross-Cultural Psychology 43, no. 3 (April 2012): 384–392.

樊學良 / 整理

近年來,學者已證實了多元文化對個人創造力的效果。不過,多元文化對集體創造力的影響為何,目前則是尚未被探討的議題。

研究腦力激盪的學者,主張團隊對集體創意任務的潛在影響高於個人。每個人都能觸發他人不同的思想(mind)範疇(category),這些想法是無法輕易獲得的。每一個新穎的被引進的範疇(category),是新觀點的來源。是透過與既有思想範疇的結合,得以透過連續的反應(chain reaction),激發(spark)新的觀點,並因此有利於創造力。

雖然有些研究支持這樣的想法,但是目前的實證研究卻呈現不一致的結論。譬如,某些學者辨認為腦力激盪會使得團隊喪失生產力,這種情況特別存在於文化異質的團隊(因為彼此溝通上存在困難)。

本研究作者主張多元文化經驗有利於弱化腦力激盪的負面影響,甚至對於團隊創造力有幫助。 

本研究以個人及兩人腦力激盪的過程為例,探討多元文化經驗的影響。結果顯示,總使控制了個人的創造力,多元文化經驗仍對兩人的創造力有Superadditive的影響,特別是在流暢力、變通力,以及原創力的部分。顯示,當論及多元文化經驗的效果時,他對集體的影響高於對於個人的影響。