A concept is an abstract, universal idea, notion, or entity that serves to designate a category or class of entities, events, or relations. Concepts are abstract in that they omit the differences of the things in their extension, treating them as if they were identical. They are universal in that they apply equally to everything in their extension. Concepts are also the basic elements of propositions, in much the same way that a word is the basic semantic element of a sentence.
But let’s forget this highbrow elucidation, which in the end baffles rather than serves to explain what a concept actually is. Let’s give an example: a concept is a basic idea that has to be developed from the abstract to the concrete in order to be able to explain it to another person. What use is a concept unless it is explained in such a way that others can understand it? Let’s take a simple example: a PR company needs to come up with an idea on how to illustrate a client’s product with a slogan in a photograph. The PR company must first invent good slogans to match the product. It would then consider how to best illustrate the product with the slogans in a photograph. A photo shoot would take place, either in a studio or at a suitable location. After printing, the images would be assessed by the PR team and several high-resolution prints combined with the slogans to present the client with several options. In other words, the PR company would present its CONCEPT to the client.

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