創造と環境

コピーライター西尾忠久による1960年〜70年代アメリカ広告のアーカイブ

Interview with Mrs. Paula Green(5)

(DDB, Vice President, Management Creative Supervisor)
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chuukyuu How do you lead and teach your young writers?
Mrs.Green Let me see, I hope I encourage them to be fresh and bright and to face the real problem of the assignment, not to face the problem they prefer. I think the most important problem in growing up in this business is "are you dealing with what the problem really is" or do you say " I don't like that problem. I'd rather do this." I think the problem is always putting in you mind on what the real question is, not the question you like.
I really do not know how I reach. I hope with enthusiasm with a firm view point , but not dogmatic, and by being very demanding. I like preciseness. I do not like vagueness. I like clarity, I like simplicity, I do not like cleverness for the sake of cleverness. I like clear-minded people who have a mind of their own; open -minded at the same time. And this is a hard combination. But I taught in the past.


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