A Technique for Producing Ideas - Softcover

James Webb Young

Softcover

ISBN 10: 087251000X ISBN 13: 9780872510005

Publisher: Natl Textbook Co Trade, 1988

Synopsis

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.

About this title

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.

About this edition

• Publisher: Natl Textbook Co Trade
• Publication date: 1988
• ISBN 10: 087251000X
• ISBN 13: 9780872510005
• Binding: Paperback
• Number of pages: 42