creative communication.pdf

8/22/2019 Creative communication.pdf

1/114

Creative communication

Course: Communication methods

Lect. Ioana Iancu, PhDSchool pf Public Health

Cluj-Napoca


2/114

What do you think creativity means?


3/114

Creativity One of the most mysterious aspects of

human brain

Any attempt to understand the brainprocess within the creative thinking is just

a speculation


4/114


5/114

Creativity New

Unexpected Unusual

Absurd

Imagination Fantasy

Surprise

Wonder Metaphor

Thinking outside the box


6/114

Creativity Recognized as an economical instrument for:

Welfare Jobs

Durable development

Technological evolution Innovation

Competitiveness increase

(Landry, 2000)


7/114

Creativity Traditionally, creativity means art

Today a larger meaning


8/114

Creativity index Florida (2002, 2005) creativity means 3T

Technology Talent

Tolerance

The number of investments per individual

Population density in terms of bohemians and gay

people The number of immigrants

Etc.


9/114


10/114


11/114

The challenge for the 21st century is to

work smarter, not harder (NAS, 2003).


12/114


13/114

Creativity Duch suggest that there are 2 essential

factors for creativity

Imagination, developed based on experience

The strength to find an innovative and

interesting solution


14/114

Creativity Psychologist - individuals are happier

when they can express their creativity

From where do the new idea come from? They are old ideas combined with new

perspective

nothing new under the sun


15/114

Creativity Creativity implies knowledge

The imagination largely depend on what

we already know The more one knows, the more creative one

can be


16/114

Creativity The creative

individuals usuallyhave a IQ higherthat the average,but not higher than

120

The IQ does only a

small differenceregarding thecreativity level


17/114

A failure is an opportunity to start over

again, but more intelligently.(Henry Ford)


18/114

Creativity There is no standard test

to measure creativity It is not known if there is the

possibility of creating one

Psychologists try to createexercises that improve the

level of creativity


19/114

Exercises Imagine that people do not have to sleep.

Think of the possible consequences.

Imagine that people can teleportate. Whatcan be the results?


20/114

Creativity talent or exercise? Creativity, as the humor, can be learned

Creativity is born from many ideas

belonging to a large number of people

Creativity implies practice


21/114

Creativity in advertising Kover et al. (1995) there is no guarantee that creativity

makes the commercial more memorable

Sonner (1997) creativity does not help in recalling thebrand or in making the message more clear

Koslow et al. (2003) creativity is the mission in itself ofthe entire advertising industry

Gross (1972) creativity is long term efficient


22/114

Study 1

Experiment

4 groups of individuals 1284 participants

4 categories of products (analgesics, coffee, vodka, condoms) knownbrands

2 prints for each brand (the brand and the photography are constant, onlythe text is different one is more creative (metaphors) and one is less

creative

The tests have been pre-tested to assure that they signify the same thing

The prints have been graded by specialists on a scale from 1 (non

creativity) to 7 (very creative)

Indicators: brand and message identification, familiarity with the brand, priceestimation, marketing effort perception, brand ability perception, brandquality perception, brand interest, creativity perception etc.


23/114

Results The more creative is a print, the highest the creation

effort is perceived. It is not the case of the sum spentwith the print

The more creative is a print, the highest the quality of

brand is perceived

The more creative is a print, the highest the brandinterest

The explicit creativity is better perceived than hidden,subliminal creativity


24/114

Study 2 Divergence the measure in which a

commercial contains different, new, unusual,original, unique elements

Comparison with consumers experiences

Relevance the measure in which the elements

of the commercials are significant, effective,

valuable for the consumer Comparison with the consumers objectives, need

and desires


25/114

Measuring divergence Flexibility

Fluency

Originality

Elaboration Synthesis

Artistic value Imagination


26/114

Measuring relevance

Ad-to-consumer relevance Elements from the execution that are significant for

the consumer (E.g. Beatles music - Baby Boomersgeneration)

Brand-to-consumer relevance Brand is relevant for the consumer (e.g. the brand

is used in a familiar situation)

Ad-to-brand relevance How well does the brand fit the commercial


27/114

Methodology 39 creative commercials, selected by

specialists from among the ones winningClio Award 2003

Sample: 223 students

Watching commercials and then filling in aquestionnaire


28/114

Results Divergence is the major indicator of creativity

Ad-to-consumer relevance and brand-to-

consumer relevance are positively significantindicators


29/114

Humor Humor is a form of creativity

Humor is a source of power and healing andmay be a key to survival (Gregg, 2002, p. 1)

Everyday conversation thrives on wordplay,sarcasm, anecdotes, and jokes

these forms of humor enliven conversation, but theyalso help us break the ice, fill uncomfortable pauses,negotiate requests for favors and build groupsolidarity (Norrick, 1993, p. 1)


30/114

Humor in advertising Approx. 10-15% from the TV commercials

contain humor

Humor is different in different cultures (e.g.British humor vs. American humor)


31/114

Humor in history In ancient times, laughing and humor were

negatively perceived

They have reflected the satanic spirit of human

being Platon: humor is motivated by envy

Aristotel: humor is degrading for manners, art and

religion

Humor = unbalanced force in society


32/114

What commercials with humor doyou remember?


33/114

Humor in advertising Commercials with humor are less criticized

Commercials with humor are easier

observed and for a long time

Commercials with humor are more liked


34/114

Humor as a negative elements

It distracts from the brand


35/114

Solution Including the brand within the story of the

commercial

The competition brand must not fit into thesame pattern

Humor must create discussions withinsocial groups


36/114

Got Milk?

20 years decline in milk consumption among Californians

in 1993 milk processors from across the state formed the California MilkProcessor Board (CMPB)

One goal in mind: to get people to drink more milk

Research shown that most consumers already believed milk was good forthem.

The campaign would remind consumers of the inconvenience andannoyance of running out of milk when they went to eat certain foods, whichbecame known as milk deprivation.

The got milk? tagline reminded consumers to make sure they had milk intheir refrigerators.

A year after the launch, sales volume had increased 1.07 percent.


37/114

The elements of a successful campaign

A simple and easy to understand idea

A different idea

An idea that is relevant for the consumerand hi/her needs

C i h h h d h hi ki


38/114

Campaigns that have changed the thinking process

Keep Calm and carry on(1939) Developed by the British

Government (The Ministry ofInformation responsible foradvertising and propaganda WWII)

It uses the symbolic image if thecrown belonging to King George VI

2 former posters: Your Courage,Your Cheerfulness, Your Resolutionwill Bring Us Victory and Freedomis in Peril

The aim: to be distributed in thecase of Nazi invasion

The posters were not been usedback than

Becoming popular in 2008 duringthe economic recession


39/114

Campaigns that have changed the thinking process

A Diamond is Forever (1947) The slogan has changed the

concept of engagement

De Beers, jewelries company

The diamond is perceived asbeing everlasting, romantic, withemotional implications and a

necessary luxury

Posters in Fortune, Vogue, Time,

The New Yorker

Target: the readers from the highsociety

The diamond ring has become the

engagement ring


40/114

Campaigns that have changed the world

Think Small (1959)

Benetton Pieta (1992)

Think Different (1997)


41/114

Volkswagen


42/114

Context Cars producers wanted to create big , fast and

luxurious cars

VW had preferred the opposite position a

small, modest and for everybody car Beetle (sold between 1938-1975)

VW has revolutionized the advertising creativitythrough Think Small campaign

Their idea: the individuals must be awarded through theadvertising they are losing time reading

Thi k S ll C i


43/114

Think SmallCampaign


44/114

Think SmallCampaign

The best advertising campaign of the XXcentury (Ad Age survey research US)


45/114

Think Small

The Beetle success


46/114

The Beetle success

Adolf Hitlers influence (he was cars passionate) He asked a peoples car - Volk-Wagen

2 adults and 3 children must fit in

A car people look round but not too fancy Light but fully equiped cheap to buy and even cheaper to keep running however, few Germans

afforded it

The no. of cars within a country and the no. of km done are measures for the

cultural standars of a country (Hitler) An instrument that revolutionize the free time

Ferdinand Porches the designer of Beetle

Advertising agency Doyle Dane Bernbach (DDB) Hired in 1960 to introduce Beetle in US For statistical research, graphical design and new methods of advertising

communication

Mass production of Beetle in America Beetle = American Icon


47/114

Beetle promotion Doyle Dane Bernbach (DDB) agency

Commercials humor and honesty The use of humor = high message acceptance and

award for the consumer

Emotional connections with the consumers

No attack on competition

A common way to communicate, like from person toperson

The movie Herbie the Love Bug


48/114

Beetle symbol In less than 12 years Beetle has become an

international symbol

Over 21 millions cars produced since 1938

It symbolizes an era, a lifestyle, a trend, a social

phenomenon, a passion

A peace symbol worldwide


49/114

Beetle mania Nonconformist design

Possibilities ofpersonalize it

A generationdefinition flower power,

hippie culture

freedom


50/114


51/114


52/114

Beetle - simplicity


53/114


54/114


55/114

New Beetle

1994 a new concept of Beetle

1998 starts the production and sellingprocess in Americana


56/114

New Beetle


57/114

United Colors of Benetton


58/114

United Colors of Benetton One of the biggest clothes producer in Europe

Born in Italy in 1965 (till 1985 there was no advertising atall)

Luciano Benetton remarked a lack of string colors in the

clothes market

The challenges of UCB The lack of geographical borders as an effect of globalization

international competition The rise of consumer requirements (high quality on small prices,

individual solutions Rapid evolution of society (continuous innovation need)


59/114

Oliviero Toscani Photograph at Benetton (1985-

2000)

The receipt: a strongphotography with the logo in acorner

Passive-aggressiveadvertising

"Advertising is the richest and

most powerful form ofcommunication in the world.We need to have images thatwill make people think anddiscuss."


60/114

The themes within the prints Rather campaigns that aim to emphasize socio-

economic issues than advertising campaigns

War

Racism (harmony, tolerance)

Religion (religious tolerance)

Human rights

Disability

AIDS

Capital punishment

Important campaigns


61/114

Important campaigns Campaigns signed by Oliviero Toscani

1985 Flags Campaign

1989 Contrast in Black and White 1991 War Cemetery

1992 AIDS victim campaign

2000 Sentence to Death

Campaigns after Toscani

Food Campaign Campaign against domestic violence

UNHATE

Flags Campaign


62/114

Flags Campaign

Images with children covered by flags: America and URSS

Israel and Germany

China and America etc.

Images with children of differentnationalities

United Colors of Benetton has become theBenetton slogan



63/114


Contrast in Black and White


64/114


Toscani becomes the militant of against

racism campaigns

The slogan The United Color of Benettonbecomes the company identity and part ofthe new logo



65/114


Other contrast prints


66/114

Other contrast prints

War Cemetery


67/114

War Cemetery

A cemetery in France

The star of David (Jewish identity) racial andreligious connotation

Message: In war, beyond uniforms, ranks, racesand religion, death is the sole victory

The print has been forbidden in Italy, France,UK, and Germany

War Cemetery


68/114

War Cemetery

AIDS victim campaign


69/114


reality advertising real situations

photographies

Sensitive themes: disease, death, painetc.



70/114


The most controversial image used byToscani

The print has been declared obscene,disgusting and exploiting tragicsituations (Britains AdvertisingStandards Authority)

It was refused by many publications

The Jesus resembling figure of DavidKirby is in contrast with the image ofobese family

Brutal impact a private moment withintense emotional impact is presented

AIDS campaign


71/114

AIDS campaign

The war theme


72/114

The war theme

Military uniform of a soldierfrom Bosnia

Strong controversies

The father of the dead soldiersaid that he had never seenthe clothes of his son (MarinkoGagro) because they had beenburned in the hospital

Media claimed that the soldierhas been killed by a grenadeand not by a bullet

Sentence to Death


73/114

Sentence to Death

The last campaign signed Toscani at Benetton

While for former campaigns the advertisingexpenditures were just 4% from the revenues, inSentence to Death the company has spent 20

millions Euros

Toscani spent 2 years visiting prisons in US andinterviewing people sentenced to death

27 interviews were presented in the We on DeathRow rubric from Talk Magazine

Sentence to Death


74/114

Sentence to Death

Other prints


75/114

The effects of Toscanis campaigns


76/114

p g

Benetton campaigns have become aphenomenon

A single photograph Only print advertising (no advertising agencies, no

commercials)

Little money

A lot of criticism for the socking images

The consumers have become more aware of theproblems within the society they are living in

Benetton after Toscani


77/114

Toscani effect can be remarked within thenext several campaign after Toscani leftBenetton

Benetton advertising becomes less

aggressive, with emphasis on strongcolors

World Food Program


78/114

Campaign against domestic violence


79/114

UNHATE


80/114

UNHATEFoundation

The principles of the project The development of a culture of tolerance, against

hate and discrimination The support or the new generations

The dissemination of social impact of art

UNHATE the kisses


81/114

President of France Nicolas Sarkozy and German ChancellorAngela Merkel

President of US Barrack Obama and President of Venezuela, HugoChavez

President of US Barrack Obama and China Leader, Hu Jintao

Papa Benedict the XVIth and Ahmed Mohamed el-Tayeb, Al-Azharimam

Prim-minister of Israel Benjamin Netanyahu cu President ofPalestine Mahmoud Abbas

Supreme Leader of North Korea and President of South Korea

UNHATE


82/114

UNHATE outdoor


83/114

UNHATE Unemployee of the Year


84/114

UNHATEDove


85/114

The dove built of more than 15.000 recycled

bullets, donated to Tripoli (Libya capital) as asymbol of peace and hope

Benetton today


86/114

Fabrica


87/114

Benettons Communication research

center It supports artists from all over the world

Emphasis on non-conventional

communication based on design, music,publications and Internet

Colors Magazine


88/114

Released in 1994

Distributed in morethat 100 countries

Translated in morethan 6 languages

Presents theBenetton vision


89/114

Apple

Company

F d d i 1977 b St J b d St


90/114

Founded in 1977 by Steve Jobs and SteveWozniak, Ronald Wayne and Mike Markkula

1985 Jobs leaves Apple In 1984, he convinced the managers to release Apple

Macintosh Commercial which becomes a legend

It follows a more conventional advertising period Apple loses clients and employees

Jobs comes back with a new slogan ThinkDifferent (probably with references to IBMslogan Think IBM)

Name

Apple a strange name for a computer company


91/114

Apple a strange name for a computer company

Steve Jobs was a fan of Beatles and named his company afterthe name of their recording company

The apple was his favorite fruit, Jobs was fruitarian

Macintosh apple

The apple is the knowledge fruit (Adam and Eva)

Jobs wanted a name that started with a letter from the beginningof the alphabet

It can refer to the death (through poison suicide) of Alan Turing(mathematician, computer scientist)

A bitten apple was found next to the body

Logo


92/114

Bitten apple

Alan Turing

If not, it would have resembled too much with acherry

The bite symbolizes knowledge and the concept ofbite is similar with byte in computer science

Logo evolution


93/114

Rainbow symbol


94/114

The logo becomes more visually accessible

It symbolizes the use of colors on the computer screenfor the first time

The logo was used till 1997, when Steve Jobs came

back to apple The logo needed to be changed and simplified from financialreasons

One of the deep mysteries to me is our logo, the symbol of lust and

knowledge, bitten into, all crossed with the colors of the rainbow in thewrong order. You couldnt dream of a more appropriate logo: lust,

knowledge, hope, and anarchy.(Jean Louis Gassee former executive)

Think Different Campaign


95/114

One of the most successful campaigns ever

90s - a crisis period for Apple

The company was blamed to produce toys

The idea developer - Craig Tanimoto

An original idea, a TV commercial and beautifuland efficient prints

TV commercial

Narrator: the American actor Richard Dreyfuss


96/114

Narrator: the American actor Richard Dreyfuss

2 versions of the commercial 1 minute commercial the final scene is represented by a girl that opens her

eyes

30 second commercial the final scene is represented by Jerry Seinfeld

It is said that the text was written by Steve Jobs BUT, in reality, the text was written by Rob Siltanen si Ken Segall

Heres to the crazy ones. The misfits. The rebels. The troublemakers. Theround pegs in the square holes. The ones who see things differently.Theyre not fond of rules. And they have no respect for the status quo. Youcan quote them, disagree with them, glorify or vilify them. About the onlything you cant do is ignore them. Because they change things. They push

the human race forward. And while some may see them as the crazy ones,we see genius. Because the people who are crazy enough to think they canchange the world, are the ones who do.

The characters


97/114

Albert Einstein, Bob Dylan, Martin Luther King, Jr.,

Richard Branson, J ohn Lennon (with Yoko Ono), R. Buckminster Fuller, Thomas Edison, Muhammad Ali,

Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock,

Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright, Pablo Picasso

Prints


98/114

Black and white prints Important persons in history

Prints

Albert Einstein physicist,philosopher and a thor


99/114

philosopher and author

Alfred Hitchcock filmmaker andproducer (master of suspense andhorror films)

Amelia Earhart American Aviatrixwho made a solo flight across theAtlantic and the first woman to receivethe Distinguished Flying Cross

Ansel Adams photographer and

environmentalist, best known for hisblack-and-white photographs of theAmerican West

Bill Bernbach - a legendary figure inthe history of American advertising,directed the Think Small campaign

Bob Dylan - singer-songwriter andmusician, singer-songwriter andmusician

Prints

Buzz Aldrin - 1969, the secondperson to set foot on the Moon after


100/114

person to set foot on the Moon afterNeil Armstrong

Charlie Chaplin English comic actorand film director of the silent film era

Dalai Lama - TenzinGyatso, fourteenth and current Dalai

Lama, a Nobel Peace Prizelaureate, the worlds most famous

Buddhist monk, leader of the exiledTibetan government in India

Eleanor Roosevelt the First Lady ofthe US (1933-1945), advocate for civil

rights

Francis Ford Coppola advocate for

civil rights, directed Godfather and

Apocalypse Now

Flik the ant The main protagonist ofthe Pixar Studios animated film A

Bugs Life, with grand ideas of how toimprove life

Prints Jackie Robinson the first African

American Major League Baseball


101/114

(MLB) player of the modern era

Jane Goodall primatologist,ethologist, anthropologist, and UN

Messenger of Peace, is well-known

for her 45-year study of chimpanzeesocial and family interactions

Jim Henson & Kermit the creator

of The Muppets

Jimi Hendrix American guitarist,

singer and songwriter, the greatestelectric guitarist

Joan Baez American folk singer,songwriter and activist, topical songs

and material dealing with social issues

John Huston American filmmaker,screenwriter and actor

Prints Mahatma Ghandi political and spiritual

leader of India during the Indianindependence movement he had an iron


102/114

independence movement, he had an ironcore of determination

Maria Callas soprano and one of the mostrenowned opera singers of the 20th century

Martha Graham dancer choreographerregarded as one of the foremost pioneers ofmodern dance

Miles Davis jazz trumpeter, bandleader,and composer, at the forefront of almostevery major development in jazz from WorldWar II to the 1990s

Muhamed Ali one of the greatestheavyweight championship boxers of alltime

Nelson Mandela President of SouthAfrica from 1994 to 1999, the first South-African president to be elected in a fullyrepresentative democratic election, anti-apartheid activist

Pablo Picasso painter, draughtsman, andsculptor, co-founding the Cubist movement

Prints

Ted Turner media mogul and


103/114

Ted Turner media mogul andphilanthropist, founder of the cable

news network CNN

Thomas Edison inventor, scientist

and businessman, he inventedphonograph, the motion picture

camera, and a long-lasting, practicalelectriclight bulb

Frank Capra film director (1930-1940)

John Lenon & Yoko Ono - Thefamous Beatle singer and his wife,Together invented a form of peaceprotest by staying in bed while being

filmed and interviewed

Paul Rand graphic designer, logo forIBM, UPS, Westinghouse, ABC, andSteve Jobs NeXT

The effects of the campaign


104/114

In 12 months Apple has tripled the sales

After a year from the campaign, Applelaunched the color IMac

The innovations of these campaigns


105/114

New and innovative for that contexts

Redefining some symbols

Emphasizing emotions

Using humor messages

Underlying the honesty of the message Using shocking and unexpected

messages and images

Emphasizing social issues

R UV UGLY


106/114

Scope of Good Practice A campaign to encourage youngsters to stop using

sunbeds

The Problem Addressed by the Campaign Despite new legislation banning under 18 year-olds

from using sunbeds, many were still visiting salons inan effort to achieve that glow.

research worryingly showed that using a sunbed for

the first time before the age of 35 increased the risk ofmalignant melanoma the most serious form of skincancer by 75 percent.


107/114

R UV UGLY


108/114

Background Research an appearance-obsessed audience prone to switching off

preachy health messaging and possessing an attitude of

invincibility, a pure-play vanity message that using a sunbed would make

them look old before their time.

Focus-groups

Channeling findings from the focus group, the team offeredeveryone two-for-none vouchers, meaning they could share the

experience with a friend or an older family member/friend couldaccompany their young relatives/friends.

R UV UGLY

St t


109/114

Strategy "R UV UGLY?

Secured talent (all for free) included Binky Felstead(Made in Chelsea), Maria Fowler and Sam & BillieFaiers (TOWIE), Gemma Merna (Hollyoaks), Kym

Marsh (Coronation Street), and singer Paloma Faith.

Their involvement was promoted through interviewplacements, skin assessments and by encouraging

them to tweet to drive fans to the Facebook voucherpage.

R UV UGLY

C ti


110/114

Creative a Facebook page was created.

It contained information on the campaign,

The campaign was also supported with a digitalphotobooth experiential campaign in Manchester

(Arndale Centre) and Newcastle (Gateshead MetroCentre).

A customized photobooth was created, complete with

UV skin scanner, which enabled the team to engageyoung females in high foot traffic locations.

R UV UGLY

Media a double page feature in "The Sun."Advertorials in womens magazines (including "Heat" and "Closer")


111/114

Advertorials in womens magazines (including "Heat" and "Closer")generated further awareness and engagement via QR codes, short linksand text CTAS making it simple for people to access the voucher viatheir phones.

news stories designed to make sunbed dangers a national talking pointwere released.

focused on how friends and family were encouraging their loved ones to use

sunbeds and inadvertently putting their lives at risk.

With models being key influencers to the target audience, the news storywas launched on the first day of London Fashion Week.

The team stole the limelight, resulting in extensive national print andbroadcast media coverage including the front page of the "Metro" and livebroadcasts on "BBC Breakfast," "Five News" and "Sky News."

Coverage was also secured in many of the female-orientated websites readby the target audience, and youth-focused programs including "Radio 1Newsbeat."

R UV UGLY

Impact 1,648 skin scans conducted in target cities


112/114

13 celebrity supporters

27 pieces of national print / online coverage including The Daily Mail, a DPSin The Sun, The Star, The Express, Metro (front page), MSN, Chat, Closer,Heat, Reveal, Now

131 pieces of regional press coverage including Manchester Evening News,

Liverpool Echo, Yorkshire Post

553 online pieces of coverage

75 pieces of broadcast coverage including ITV Daybreak, Sky News, Radio

1, BBC Breakfast

Over 2,000,000 Twitter impressions for #RUVUGLY and over 200 tweetsfrom celebs/influencers with 1000+ followers

Task for Monday

C iti ll d


113/114

Critically read

Guy J. Golan, Lior Zaidner, Creative

Strategies in Viral Advertising: An Applicationof Taylors Six-Segment Message Strategy

Wheel, Journal of Computer-MediatedCommunication, 13 (2008): 959972

References

Adamson, Allan P. Brand Simple. Cum reusesc cele mai bune branduri prin simplitate. Editura Publica 2010.

Armstrong, James D., Thinking Small: The Volkswagen Beetle in History and Educational Pedagogy, Educationand Human Development, 2011.


114/114

Andreiadis, Eugen, Iuliana Baciu, Andrei Iancu, Madalina Pilsu, United Colors of Benetton. Analysis. MarketingCourse 2004.

Dahlen, Micael, Sara Rosengren, Fredrik Torn, Advertising Creativity Matters, Journal of Advertising Research,

September 2008.

Hargie, Owen, Handbook of communication skills, Routledge, 2006.

Kraidy, Marwan M. and Tamara Goeddertz, Transnational advertising and international relations: US pressdiscourses on the Benetton We on Death Row campaign, Media Culture Society 2003, 25.

Lau, Joe Y.F. An Introduction to Critical Thinking and Creativity: Think More, Think Better. Copyright 2011 John

Wiley & Sons, Inc.

Smith, Robert et al. Modeling the determinants and effects of creativity in advertising. Marketing Science, Vol. 26,No. 6, November-December 2007: 819-833.

Sutherland, Max and Alice K. Sylvester. De la publicitate la consumator. Ce merge, ce nu merge si mai ales dece. Polirom 2008.

http://www.antena3.ro/life-show/media/campaniile-publicitare-care-au-schimbat-societatea-si-modul-in-care-gandim-173800.html

http://www.keepcalmandcarryon.com/history/ http://www.gemnation.com/base?processor=getPage&pageName=forever_diamonds_2

http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html?page=all http://unhate.benetton.com/foundation/ http://creativecriminals.com/print/apple-think-different/

http://www.freddesign.co.uk/2011/07/archive/so-why-an-apple-the-history-of-the-apple-logo/ htt ://www.forbes.com/sites/onmarketin /2011/12/14/the-real-stor -behind-a les-think-different-cam ai n/4/

creative communication.pdf

Documents