Concept Vs. Gimmick - Round 1

I have always been bothered by people (often in advertising) that use the term Concept when they mean Gimmick. I've been working on an essay/rant about this recently. Since we were talking about what a Concept is last Friday I figured I have a good example of what one is in relation to the other.

A Concept is what Michelangelo had before he created his sculpture of David. An all encompassing idea that shapes the creation and form of a piece into a unified whole.

"Michelangelo's David is based on the artistic discipline of disegno... " "...he worked under the premise that the image of David was already in the block of stone he was working on — in much the same way as the human soul (may be) found within the physical body." -Wikipedia

The statement made of Michelangelo's discipline of desegno led me to look that word up on dictionary.com with the result as such: "drawing or design: a term used during the 16th and 17th centuries to designate the formal discipline required for the representation of the ideal form of an object in the visual arts, esp. as expressed in the linear structure of a work of art."

It is in this progression that I would most certainly state that as the best example of a Concept as I can find.

Unfortunately the meagre small-mindedness of some marketing/advertising people who quest to give their lives a more elevated venier by using "catch" words to invoke a professional sense of themselves mutilate this high-ideal word worse than those of us who often say experiment when we mean, exploration.

I had often heard it argued at my old job in advertising that something or other needed a Concept in an overused and misappropriated manner that would leave anyone who values good ideas (and good grammer) to take up beating their head into their desk as a recreational past time.

A Concept is Michelangelo's idea of David. A Gimmick is the toy in that box of cereal you wanted as a kid. However from reading Wikipedia entry for Cereal Box Prize reiterates where this misappropration came from.

"The cereal box prize is a concept almost as old as cereal; perhaps older." <(what the HELL does that mean? who writes some of these things?) "For example, Cracker Jack boxes often contained prizes in them, well before the boom of breakfast cereals." - Wikipedia

Concept, Idea, Gimmick. Our lives are overrun with the pastiche of a counter-productive language running head first into itself. Leaving the dazed and confused looters of current cultural trends (see advertising and marketing) to snatch at language well out of their range in order to compensate for actual understanding.

So perhaps the next linguistic evolutionary step is not to create new words (Conidmick?) which would leave us looking like W. trying to finish a kiddie section word jumble. Our focus may be to return to the Renaissance and capture the essence of our meaning with a term like "Disegno."

Then again we would probably end up hearing an account executive in coming years state that this needs more disegno so that it can Pop. Like you can just pick it up at the grocery store.