In order to establish what common conventions I need to incorporate into my work to ensure that it represents the needs of my specifically chosen target audience, I will be analysing two carefully chosen college magazine covers, and two college contents pages. It is vital to research and follow existing conventions because to represent the needs of my target audience I have to follow conventions they expect to see because as the following theorists have stated the creative process is about developing creative products through drawing on existing professional conventions:
'A process needed for problem solving... not a specific gift enjoyed by a few but a common ability possessed by most people' (Jones, 1993)
'The making of the new and rearranging of the old' (Bentley, 1997)
'Creativity results from the interaction of a system composed in three elements: a culture that contains symbolic rules, a person who brings novelty into the symbolic domain. and a field of experts who recognise and validate the innovation' ( Caikazentmihalyi, 1996)
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