From the course: Developing Ideas and Advertising Concepts
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Avoiding the pitfalls of mediocrity
From the course: Developing Ideas and Advertising Concepts
Avoiding the pitfalls of mediocrity
Some of the greatest threats to our creativity lurk in our own subconscious in the form of cliches. Mediocre aproaches that have been done a thousand times over. The minute I say floor polish commercial or an ad for car tires, images are likely to pop in our head. Predictably, the majority of us will have very much the same image in our mind. That's because they're cliche. And while I'm hesitant to quote Webster, because that's a cliche. The reason we're all likely to think of the same image is that our media has become saturated with the overly familiar and common place. To say I've never fallen prey to it myself would be a lie as there's no sure way to keep a cliche out of your head once you've started working on a project. In fact, it's understandable to rely on an approach that's been used time and time again because there's a certain security when you think to yourself. Well, it's worked in the past, sure it'll work again. The big glitch with relying on the security of a cliche…
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