Focusing on the Negative: Huang Wenbo's Views on Advertising Creativity

Author: Huang Wenbo (Compiler) / Country: Mainland China
Publisher:
Publish Date: 2001-07-01
Features: This is a highly critical book on advertising creativity. Some people believe that whether creativity is good or bad is a matter of personal opinion, but more agree that there are objective standards for determining if creativity is outstanding. Some advertising creative professionals dislike being judged, while others believe that criticism is necessary for improvement. Scholarly and expert opinions may be more objective, while senior colleagues are more convincing. Colleagues in advertising may tend to criticize others without reflecting on themselves, and their views on works might result from the phenomenon of "scholarly rivalry." However, it is also more likely that, as peers, colleagues, and classmates, those who are insiders can speak with precision and sharp insight, as no one else understands the causes and effects better.
"Pick Up the Bones in an Egg" is a book compiled by senior advertising creative professional Huang Wenbo, based on his column "Pick Up the Bones in an Egg" that ran in the Dongnao magazine for over a year. Each monthly issue always attracted fierce reading among advertising professionals from various companies. Whether you agree with his views or not, you can understand his standards of judgment through his perspective on creativity. If you disagree, you are welcome to join the discussion.