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The Creative Process Illustrated: How Advertising's Big Ideas Are Born Paperback – September 2, 2010

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Editorial Reviews

About the Author

Glenn Griffin teaches courses in creativity and portfolio development and leads the Method Creative program at Southern Methodist University's Temerlin Advertising Institute in Dallas, Texas. His research has appeared in the Journal of Advertising, the Journal of Advertising Education and Journalism and Mass Communication Educator, among other publications. He is a frequent speaker at professional and academic conferences on the topics of creativity, advertising education and social responsibility.



Deborah Morrison teaches conceptual thinking and brand development and is the Chambers Distinguished Professor of Advertising at the University of Oregon in Eugene. She was one of the original architects of the world-renowned Texas Creative program at the University of Texas at Austin and is a board member of The One Club for Art & Copy in New York. She regularly judges awards shows and consults with agencies and other organizations about creative capacity and ideation.

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Product Details

  • Paperback: 176 pages
  • Publisher: HOW Books; First Printing edition (September 2, 2010)
  • Language: English
  • ISBN-10: 1600619606
  • ISBN-13: 978-1600619601
  • Product Dimensions: 9 x 0.5 x 12 inches
  • Shipping Weight: 2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #193,053 in Books (See Top 100 in Books)

More About the Author

W. Glenn Griffin, Ph.D., teaches courses in creativity and portfolio development at The University of Alabama. His research on creativity, education and social responsibility has appeared in the Journal of Advertising, the Journal of Advertising Education and Journalism and Mass Communication Educator, among other publications. His students' work has been featured in both national and international press, including Advertising Age, Adweek and CMYK magazines and recognized by The One Club for Art & Copy, the Art Directors Club of New York and the Clio Awards, among many other organizations. He is a frequent speaker at professional and academic conferences on the topics of creativity, advertising education and social responsibility.

Customer Reviews

Most Helpful Customer Reviews

21 of 25 people found the following review helpful By R. Mutt VINE VOICE on December 12, 2010
Format: Paperback
I just finished reading this book from front to back. It was very interesting and a lot of fun.

One thing you'll learn is that the creative process, as described by James Webb Young in his 1965 book A Technique for Producing Ideas, is the same for all the people who contributed to The Creative Process Illustrated. They all just quote Young in illustrated format, using fish or networks or ink blots, and some of them don't even seem aware that they're using Young's technique at all. This was probably the most profound insight in this book.

In short, The Creative Process Illustrated is the long scenic route through Young's technique. Young's book is the shortcut. Some people like long, scenic drives, and others don't. If you're in doubt, get both books and go from there.
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3 of 3 people found the following review helpful By tavodu on October 22, 2011
Format: Paperback Verified Purchase
I love this book. You can see how different a creative mind thinks compared to another. There's an irreverent and very human side of the designers revealed through their sketches/notes/explanations of the creative process, and you can tell by the cover. The only thing I don't love about this book is its size. The pages are too large and I cannot carry it around without bending its corners. Other than that, it is an excellent book. If you're looking for a more serious, text-only book I recommend Millman's How to Think Like a Great Graphic Designer.
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1 of 1 people found the following review helpful By Linlin Liang on December 9, 2012
Format: Paperback Verified Purchase
If you are eager to know more about creative world, that is your choice! I love reading these stories.
Cheers!
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2 of 3 people found the following review helpful By Gurgly Glamglur on May 24, 2012
Format: Paperback Verified Purchase
If you're a CW or AD that's trying to get some inspiration to help you execute your latest creative brief, this book is NOT the one you want to buy. It's great for briefly seeing inside the minds of some great and accomplished creatives, but there's nothing in here that's going to help refine your creative process.
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1 of 2 people found the following review helpful By Christopher J. Vargo on November 9, 2010
Format: Paperback
As a young teacher in creative advertising, my students and I both have one thing in common. Every time we find ourselves stuck we ask the same question of our mentors. "Help me figure out how my brain works and how I can use it better to do something I love." What are we trying to do better? The art of Creativity.

Griffin and Morrison don't try to teach you how to be creative. And they shouldn't - creative advertising isn't a science that can mastered with empirical knowledge. Instead, they take a fresh approach and observe how industry gurus get the job done.

Griffin provides insights from some 30 odd professionals in the field. This isn't another best of book that lets creative examples run the show. Instead, this book provides fresh focus on accomplished practitioners and their creative processes. Why? Well personally I feel anyone can Google and find thousands of great portfolios. If you're looking examples of creative work, they're not hard to find. What you will not find in a portfolio is candid discussion on that artist got the job done.

What makes the light bulb go off? What ignites good creative? I feel there is no answer to this question. What sparks the most creative of people? This answer can be found time and again in "The Creative Process Illustrated."
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3 of 5 people found the following review helpful By Matthew Gabriel Barber on September 7, 2010
Format: Paperback
full disclosure: I am in this book. But if you cut out the 4 pages I'm mentioned on, this book still offers some amazing insights into the creative process. It's full of genuinely interesting insights, peeks into the minds of some of advertising's most brilliant and successful minds, moments of fantastic humor (I love David Horridge's photo) and is just a wonderful pleasure to look at. But the book's real value to anyone in a creative industry is knowing that others out there are suffering with you and getting their advice on how to keep trying and get to great work.
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1 of 2 people found the following review helpful By P. Birk-Smith on March 4, 2011
Format: Paperback Verified Purchase
Although this was an assigned text for my Graphic Design course, I did find it both informative and entertaining. The process for each of the professionals was detailed in their own illustrative and written form. Really, anyone who couldn't find something in common with at least a few of these talented designers shouldn't be in the creative field at all. Definately worth reading for anyone who plans to go into the advertising or graphic design fields.
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1 of 2 people found the following review helpful By AdLandJones on November 7, 2010
Format: Paperback Verified Purchase
This collection gives those outside of the advertising industry a look into the incredible, odd, wonderful creative process that goes on while making those damn advertisements. It gives those INSIDE the ad industry a look at how the leaders and members of some of the biggest and best agencies do their work. I recommend this book for INSIDERS, OUTSIDER and anyone looking to be inspired, inside and out.
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