A Technique for Producing Ideas

James Webb Young, William Bernbach

48 pages, parution le 25/03/2003

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Résumé

A McGraw-Hill Advertising Classic
A Technique for Producing Ideas reveals a simple, sensible idea-generation methodology that has stood the test of time.
First presented to students in 1939, published in 1965, and now reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step process for gathering information, stimulating imagination, and recombining old elements into dramatic new ideas.
A step-by-step technique for sparking breakthrough creativity in advertising—or any field
Since its publication in 1965, A Technique for Producing Ideas has helped thousands of advertising copywriters smash through internal barriers to unleash their creativity. Professionals from poets and painters to scientists and engineers have also used the techniques in this concise, powerful book to generate exciting ideas on demand, at any time, on any subject. Now let James Webb Young's unique insights help you look inside yourself to find that big, elusive idea—and once and for all lift the veil of mystery from the creative process.

Sommaire

Foreword by Keith Reinhard
Foreword by William Bernbach Prefatory Note
How It Started
The Formula of Experience
The Pareto Theory
Training the Mind
Combining Old Elements
Ideas Are New Combinations
The Mental Digestive Process
"Constantly Thinking About It"
The Final Stage
Some After-Thoughts

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	James Webb Young, William Bernbach
Parution	25/03/2003
Nb. de pages	48
Format	12,5 x 17,5
Couverture	Broché
Poids	75g
Intérieur	Noir et Blanc
EAN13	9780071410946
ISBN13	978-0-07-141094-6