- Series: Advertising Age Classics Library
- Paperback: 64 pages
- Publisher: McGraw-Hill Education; 1 edition (February 11, 2003)
- Language: English
- ISBN-10: 9780071410946
- ISBN-13: 978-0071410946
- ASIN: 0071410945
- Product Dimensions: 5 x 0.2 x 7 inches
- Shipping Weight: 2.9 ounces (View shipping rates and policies)
- Average Customer Review: 172 customer reviews
- Amazon Best Sellers Rank: #228,622 in Books (See Top 100 in Books)
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A Technique for Producing Ideas (Advertising Age Classics Library) 1st Edition
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From the Back Cover
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.
"James Webb Young is in the tradition of some of our greatest thinkers when he describes the workings of the creative process. The results of many years in advertising have proved to him that the key element in communications success is the production of relevant and dramatic ideas. He not only makes this point vividly for us but shows us the road to that goal."
--William Bernbach, Former Chairman and CEO, Doyle Dane Bernbach Inc.
About the Author
James Webb Young was a driving force behind the creation of the modern advertising industry, and is one of advertising's most honored educators and practitioners.
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1. Gather all the facts
2. Mix and match the facts to find new combinations that inspire an idea; keep at it until you can't any more.
3. Ignore it and go do something else.
4. Out of nowhere an idea will come.
5. Refine your idea with the help of others.
Now you don't have to read it.
o Knowledge of Propositions
o Knowledge of Markets
o Knowledge of Messages
o Knowledge of Message Carriers
o Knowledge of Trade Channels
o Knowledge of How Advertising Works
o Knowledge of The Specific Situation
Today, these core concepts continue to provide the "basics" on which all effective marketing depends when attempting to create or increase demand for the given product and/or service and multi-media advertising is without doubt advertising's most powerful resource. However, for at least the past 75 years, everything begins with a compelling idea.
In A Technique for Producing Ideas, Webb offers what he characterizes as a "simple, five-step formula anyone can use to be more creative in business and in life! " Although the process itself is indeed simple, completing it to achieve the given results is a wholly different matter. Webb's focus is on the process by which to generate ideas. "They appear just as suddenly above the surface of the mind [like a lovely atoll above the surface of a deep blue sea]; and with that same air of magic and unaccountability. But the scientist knows that the South Sea atoll is the work of countless, unseen coral builders, working below the surface of the sea." Keep in mind that Webb developed or encountered this insight decades ago.
The details of the five-step "formula are best revealed in context, within the narrative. I will suggest now, however, that (a) this booklet is by no means relevant only to advertising or even to business in general, and (b) it can help almost anyone to develop more and better ideas when seeking a solution to a problem or an answer to a question. Because Webb thinks and writes so clearly, the booklet offers the additional benefit of helping its reader to reduce (if not eliminate) all the "clutter" in the mind that accumulates relentlessly over time.
At the end of its Amazon Product Page, it is stated, "Note: This is an illustrated edition of the book for an engaging read."
There are a total of 7 (seven) small graphics (illustrations?), none of which are "engaging" nor have they added anything of value to the pamphlet's content.
It helps explain why taking long walks (with a note pad or dictaphone) are so useful for revealing ideas. I find shaving in the shower an excellent place as well, but jotting notes down is less easy.
If you are in the business of discovering ideas and presenting the solutions (and thanks again to the giants whose shoulders you are walking on and reordering the ideas of others into new formluations and orbits) you should buy this book.
It reveals a technique you can make to work for you.