Ideation / Nik Mahon.
Material type: TextSeries: Basics advertising ; 03.Publisher: Lausanne, Switzerland : AVA Publishing SA, 2011Distributor: La Vergne, TN : Distributed in the USA & Canada by Ingram Publishers Services Copyright date: ©2011Description: 183 pages : illustrations (chiefly colour) ; 23 cmContent type:- text
- unmediated
- volume
- 2940411506
- 9782940411504
- 2940447195
- 9782940447190
- 659.1 23
- HF5823 .M356 2011
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 659.1 MAH (Browse shelf(Opens below)) | 1 | Available | A564256B |
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Includes bibliographical references and index.
What is ideation? : The principles of ideation ; Personal creative blocks ; External blocks ; Interview : Simon Cenamor and Raymond Chan of HMDG ; Give it a go : Having plenty of ideas -- Breaking through to ideas : Breaking routine ; Re-interpreting the problem ; Lateral thinking ; Challenging assumptions ; Observation, curiosity and experience ; Risk-taking ; Interview : Nigel Clifton of EHS 4D ; Give it a go : The assumption challenge - challenge! -- Using creative tools to generate ideas : Mind maps ; Consequences ; Metaphors and similes ; Checklists ; Assumption reversals ; The rephrasing technique ; Random stimulus and free association ; The second-guess technique ; Morphological analysis ; Group brainstorming ; Case study : The Toyota iQ launch ; Give it a go : Focusing on the proposition -- Executing creative ideas successfully : Reframing ; Humour ; Shock and sex ; Playing with type and wordplay ; Demonstrations and comparisons ; Engaging the audience in your campaign ; Exaggeration ; Experts and invented characters ; Even more creative approaches ; Case study : James Boag's Great Tasmanian Pipeline ; Give it a go : The idea notebook.
This title provides an in-depth look at the process of generating creative advertising ideas and concepts. It begins with a broad overview of the ideation process and the general principles, before examining the various obstacles that can block ideas and how to break through them.
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