You are on page 1of 10

get curious

MASC-201 Curiousness

Recently over 1,000 CEOs were asked what is the top thing that leaders need. The #1
answer was creativity.

Many studies have shown that creative people have better relationships with others.

“Everyone has creative potential.” Mark Runco, PhD (a guy who studies creativity).

“Those who practice creative activities train their brain to be more creative. Most of us
need more practice.” Katie Konrath, creativity expert and author of GetFreshMinds.com

Psychologist Todd Kashdan says about curiosity that there are few things that are so
highly related to every facet of well-being — for confidence, for spirituality, for
achievement, for creativity.

in this course we hope you…


1) Learn how to generate many ideas to solve the same problem.
2) Learn to evaluate ideas and select the best.
2) Begin to build a good body of creative and strategic work.
3) Learn about advertising.
4) Learn more about yourself and your creativity.
the two part of curiousness
There are two parts to this course: class discussions and Project 54. That means there are
no textbooks and no papers.

class discussions

The class discussions will cover creativity, advertising, and we’ll have some guest
speakers. We will often discuss students’ work on Project 54 (maybe even your work). If
there’s a topic you want to talk about in class, let us know. The three tests will give you
feedback to show you how well you are connecting to the class discussions. More about
the tests later.

project 54
In order to be as creative as you can, you need to exercise your creativity often. That’s
what Project 54 is all about. Project 54 is designed with several goals:
• to show you the limitless possibilities of creativity
• to show you how gaining experience on a subject increases creative output
• to help you practice your creativity

There are two other important aspects of Project 54:


• to build a tangible body of work so you can see your creative growth
• to make it easy for you to show others your creative abilities. A portfolio of your work
and your ideas is important in the ad business.

So… for about 3 – 5 times per week this semester, you’ll produce a piece of creative
work. You’ll make 54 pieces in all. The theme for all of your Project 54 work will be Life
Savers, the candy brand. You’re encouraged to explore and push the idea of Life Savers
(the brand), but you must stay connected with the brand in all of your work.
54: WHAT TO DO
1) Select a genre in which to create your work. Options are listed below, but you can
select a genre not listed below. You may use different genres for each piece of work.
illustration photography essays comics
graphic design short stories sculpture collage
video interpretive dance music culinary art
2) Set yourself free to explore all ideas related to Life Saver brand candy and your genre.
3) Pick an idea and make it.
4) The next day, repeat.

54: COLLABORATION
We would like you to collaborate with someone else in the class. Collaboration will
improve your creative work, and the practice of collaborating will make you better at it.
If you collaborate, all team members still need to produce different pieces of work. In
other words, two people cannot turn in similar work.

54: DIRECTIVES
Occasionally you will be given directives to follow in the days’ projects. An example of
a directive might be to make your day’s work connect Life Savers brand with the concept
of “motherhood.” If your genre is short stories, you’d need to write a short story that
includes LifeSavers and has something to do with motherhood. Here’s a brief example:
In 1985 a woman was in the hospital trying to have a baby. She was in labor for
72 hours. Agony. Pain. Anticipation. And hunger. The nurses would only allow
her to eat crushed ice and Life Savers candies. She ate so many Life Savers that
she went into diabetic shock and died. The baby was fine. The little girl lived a
normal life, went to college, and this year graduated from law school. She
recently filed a lawsuit against the Life Saver company. She is not asking for
money; she just wants Life Saver to change its name.

54: TURNING IN YOUR WORK


All Project 54 work will be posted to a personal blog. You’ll need to create an account on
WordPress and send Scott an email with the link to your blog. Give your blog a name that
you might use for years past this semester and that you would show to a potential
employer (examples: IdeasByScott is good; Wizzle4Shizzle is probably not good).

All work will be evaluated on your blog. You will not print out and hand in Project 54
work (like in most classes). If your genre is illustrations, you will photograph or scan
your work and post it to the blog. If your genre is short stories you will post the text
directly into the blog itself.

All work for Project 54 must be dated. Most blog templates add a date to the blog
posting. Be sure your blog dates each posting.

54: HOW TO APPROACH THE WORK


1) Don’t try to be creative. Try to create work that nobody else would think of.
2) Work on each day’s project for 45 minutes. That’s 45 minutes from the start to the
finish of each day’s project.
3) Focus on the idea more than the production. That means to think about your project
more than you finesse the execution of the idea.

54: NOTATIONS
In your blog entries, include your thinking behind each piece of work. This can be done
as a caption or as a note at the bottom of your work. In this section, tell about your
work without stating what the audience can already see.

54: GIVING FEEDBACK


Evaluating and discussing creative work is a good creative exercise. Please check out
others’ work and leave comments about it. Five days this semester you are required to
review work from your classmates and comment on it. You’ll be asked to highlight the
good stuff and to point out areas that could have been more successful.

Feedback for work on Project 54 will focus on three criteria. Use these criteria to evaluate
your own work and to critique the work of others.
1) Evidence of effort:
- Does it look like 45 minutes of strong thinking and creating was invested?
2) Newness of the idea:
- Is the idea something that others didn’t think of?
- Does the idea have a fresh POV?
3) On strategy:
- Does the work align with the assignment?

For clarity purposes, feedback from Will and Scott will be given a numerical value:
1) Evidence of effort:
110 It looks like more than 45 minutes of strong effort.
100 It looks like 45 minutes of strong thinking and creating was invested.
75 It is possible that 45 minutes of strong thinking and creating was invested, but
it’s not obvious.
50 It looks like not quite 45 minutes of strong thinking and creating was invested.
0 The work showed a lack of caring, or no work was posted for that day.
2) Newness of the idea:
110 The idea is surprisingly fresh and from a startling POV.
100 The idea is one that others had not thought of, and the POV is fresh.
75 The idea feels like other ideas. The idea is close to being new, but needs more
push.
50 The idea lacks newness, and the POV is obvious.
0 The idea is not new, or no work was posted for that day.
3) On strategy:
110 The work pushed the strategy beyond the specs in the directive.
100 The work followed the specs from the directive.
50 The work didn’t follow all of the directions from the directive.
0 The work was way off strategy, or no work was posted for that day.

For grading, each of the three criteria is weighted evenly (1/3 each) to determine the
grade for the work.
54: DEADLINES
Your Project 54 work is due every Tuesday at noon. No Project 54 work will be accepted
past the deadline (without prior arrangements). If you cannot make a deadline, turn it in
early or talk with Will or Scott before the deadline.

tests

The three tests will give you feedback to give you an idea how well you are connecting to
the class discussions. The tests will cover only the stuff we discuss in class. The tests will
be about 25 multiple-choice or fill-in-the-blank questions. There will be a time limit to
complete the test.

We encourage you to write the test questions (and the answers). Please submit your
questions and answers at least two days before the test. These dates are on the course
calendar. We hope that all test questions are written by students in our class.

Don’t miss a test without contacting Will or Scott first. Provide us with compelling
justification and evidence for your absence. If you miss a test without proper prior
arrangements or without credible justification, there will be a 25% penalty, and you’ll
take a different test than the other students.

feedback on your work in this course

The three tests on class discussions will account 30% of your final grade. Your score on
Project 54 will account for the other 70%.

In the course calendar you will see all of the work that is due this semester. All work will
be graded on a 100-point scale: • 90 and above is an “A”
• 80 and above is a “B”
• 70 and above is a “C”
• 60 and above is a “D”
• Anything below 59 is an “F”
course schedule
Subject to change.

1) Aug 31 1) Hello and intro.


2) What is creativity?
3) Discuss the course and Project 54.
Due next class: Assignment 1) an ad for Life Savers (check Blackboard for
assignment specifics).

2) Sep 7 1) Discuss the ad business and the VCU ad program.


2) More discussion about Project 54. How to approach the work.
Due: Ad for Life Savers. Work on Project 54 begins Sep 8.

3) Sep 14 1) Analyzing ads – dissecting an ad to reveal its strategy (the specific target, the
problem it’s trying to solve, and the underlying message). Analyzing the creative
and the production qualities. Discuss the media and campaign.
2) Discuss students’ Project 54 work (we might discuss your work!).
Due: Five daily works for Project 54. Check Blackboard for this week’s directive
on Project 54.

4) Sep 21 1) Brainstorming (or idea generation) and the creative process.


Due: Four daily works for Project 54. Evaluate another students’ Project 54
work. Leave detailed and smart comments on the student’s blog. Check
Blackboard for this week’s directive on Project 54.

Sep 26 Email Scott with suggested test questions (and answers) by 4:00 pm.

5) Sep 28 1) Test 1 covers all class discussions so far.


2) Discuss students’ Project 54 work (we might discuss your work!).
Due: Three daily works for Project 54. Check Blackboard for this week’s
directive on Project 54.

6) Oct 5 1) Inspiration.
2) Types of creativity.
Due: Five daily works for Project 54. Check Blackboard for this week’s directive
on Project 54.

7) Oct 12 1) Critical thinking – how to evaluate work.


2) Discuss students’ Project 54 work (we might discuss your work!).
Due: Four daily works for Project 54. Evaluate another students’ Project 54
work. Leave detailed and smart comments on the student’s blog. Check
Blackboard for this week’s directive on Project 54.

8) Oct 19 Due: Five daily works for Project 54. Check Blackboard for this week’s directive
on Project 54.

9) Oct 26 Due: Four daily works for Project 54. Evaluate another students’ Project 54
work. Leave detailed and smart comments on the student’s blog. Check
Blackboard for this week’s directive on Project 54.

Oct 31 Email Scott with suggested test questions (and answers) by 4:00 pm.
10) Nov 2 Test 2 covers all class discussions since first test.
Due: Three daily works for Project 54. Check Blackboard for this week’s
directive on Project 54.

11) Nov 9 Due: Five daily works for Project 54. Check Blackboard for this week’s directive
on Project 54.

12) Nov 16 Due: Four daily works for Project 54. Evaluate another students’ Project 54
work. Leave detailed and smart comments on the student’s blog. Check
Blackboard for this week’s directive on Project 54.

13) Nov 23 Due: Five daily works for Project 54. Check Blackboard for this week’s directive
on Project 54.

14) Nov 30 Due: Four daily works for Project 54. Evaluate another students’ Project 54
work. Leave detailed and smart comments on the student’s blog. Check
Blackboard for this week’s directive on Project 54.

Dec 5 Email Scott with suggested test questions (and answers) by 4:00 pm.

15) Dec 7 Last day of class. Test 3 covers all class discussions since second test.
Due: Three daily works for Project 54. Check Blackboard for this week’s
directive on Project 54.

16) Dec 14 Exam week. Study for your exams (in other classes)! Come to class for a
celebration of your work and to reflect on the course. From 4 – 5 pm.
things that will make you better
• http://williebaronet.blogspot.com/
• http://www.getfreshminds.com/
• http://skulladay.blogspot.com/
• “Creative Advertising: Ideas and techniques from the world’s best campaigns,” by
Mario Pricken, 2008.
• “Lateral Thinking: Creativity step by step,” by Edward DeBono, 1973.
• “Creativity: Flow and the Psychology of Discovery and Invention,” by Mihaly
Csikszentmihalyi, 1997.
• “Igniting Your Genius: The Startling Fusion of Creativity, Curiosity, Intellect, Passion,
and Awe,” by Curtiss DeMars-Johnson, 2002.
administrative info
INSTRUCTORS
Scott Sherman
Phone: 827-3777
Email: sfsherman@vcu.edu
Office: 2203-C in the Temple Building
Office Hours: Thursdays 4:00 – 5:00 and Fridays 1:00 – 5:00

Will Sims
Phone: 827-3728
Email: wsims@vcu.edu
Office: 2208-F in the Temple Building
Office Hours:

TEACHING ASSIOSTANT
Chad Woods
Email: woodsct@vcu.edu

BLACKBOARD
This class has an area on Blackboard. The syllabus is there, all assignments will be there,
all notices will be posted there, and your email address listed there will be used to try to
communicate with you. Please check email and Blackboard at least once on Wednesdays
and Fridays.

HONOR CODE
All work for this course must be completed in accordance with the VCU Honor Code. If
there are any questions or concerns, please contact an instructor.

DIVERSITY
Diversity and individuality help foster fun and creativity – two key elements of
advertising. Derogatory comments and actions will be addressed quickly. Please advise
us of any adjustments or accommodations you will require due to any individual needs,
religious obligations, or physical or mental disabilities. We care about all students’
individual needs. We encourage you to speak with us about any concerns that arise.

EXTRA CREDIT
No extra credit will be offered in this course. Any extra effort should be directed toward
the upcoming tests and/or projects.
THE FINE PRINT
Honor: One’s honor goes a long way in life (in school, in business, and in personal relationships). Cheating or using another’s work without attribution
is a serious offense.
For information on how to avoid these types of problems, consult online resources such as: http://writingcenter.gmu.edu/resources/plagiarism.html
The VCU Honor System will be enforced in this class. All work done for this course is “pledged” work, as defined by the Honor System. Each
assignment implicitly carries this pledge: “On my honor, I have neither given nor received aid on this assignment.” For a complete copy of the VCU
Honor System, see: http://www.provost.vcu.edu/policies/#H

Behavior: If you believe that another student’s behavior is disruptive, tell me and I will deal with the situation.

Cultural Diversity: It is vital that you broaden your experiences by including people and subjects such as ethnic, racial and religious minorities, people
with disabilities, gays and lesbians. The intent is to increase creativity by ensuring that students are exposed to diverse ideas and perspectives.
In this class, it is the responsibility of the instructor and students to foster an environment that supports free expression. Under VCU policy, you may
not harass or intimidate any person or “interfere with the lawful freedom of other persons, including invited speakers, to express their views.” For more
about these policies, see www.students.vcu.edu/rg/.

Students with Disabilities: The Americans with Disabilities Act of 1990 requires Virginia Commonwealth University to provide academic adjustments
or accommodations for students with documented disabilities. If you have a disability that requires an academic adjustment or accommodation, you must
contact Joyce Knight, the coordinator of services for students with disabilities on the VCU campus. Ms. Knight’s office is in Room 102 of the Student
Commons, 907 Floyd Avenue. Her e-mail address is jbknight@vcu.edu, and her phone number is 828-2253.
After meeting with Ms. Knight, you then should meet with me to discuss your needs and how we can address them.
For more information, see the university’s Web page on Services for Students with Disabilities: www.students.vcu.edu/rg/rg1access.html

Text added by the Provost:


VCU Statement on Safety: What to know and do to be prepared for emergencies at VCU:
- Sign up to receive VCU text messaging alerts (www.vcu.edu/alert/notify). Keep your information up-to-date.
- Know the safe evacuation route from each of your classrooms. Emergency evacuation routes are posted in on-campus classrooms.
- Listen for and follow instructions from VCU or other designated authorities.
- Know where to go for additional emergency information (www.vcu.edu/alert).
- Know the emergency phone number for the VCU Police (828-1234). Report suspicious activities and objects.

VCU Honor System : All VCU students are presumed upon enrollment to have acquainted themselves with and have an understanding of the Honor
System. Therefore, it is a student's responsibility to ask course instructors to clarify expectations for each assignment in order to be in compliance with
the Honor System. The VCU Honor System policy statement and purpose is located at http://www.provost.vcu.edu/pdfs/Honor_system_policy.pdf

Statement on Americans with Disabilities: Act Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990 require
Virginia Commonwealth University to provide an 'academic adjustment' and/or a 'reasonable accommodation' to any individual who advises us of a
physical or mental disability. If you have a physical or mental limitation that requires an academic adjustment or an accommodation, please arrange a
meeting with me at your earliest convenience. Additionally, if your course work requires you to work in a lab environment, you should advise the
instructor or department chairperson of any concerns you may have regarding safety issues related to your limitation(s).

-- end --

You might also like