Image from Coce

Ideation / Nik Mahon.

By: Material type: TextTextSeries: 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
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 2940411506
  • 9782940411504
  • 2940447195
  • 9782940447190
Subject(s): Additional physical formats: No titleDDC classification:
  • 659.1 23
LOC classification:
  • HF5823 .M356 2011
Contents:
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.
Summary: 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.
Tags from this library: No tags from this library for this title. Log in to add tags.

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.

Machine converted from AACR2 source record.

There are no comments on this title.

to post a comment.

Powered by Koha