A Technique for Producing Ideas

Front Cover
McGraw Hill Professional, Feb 11, 2003 - Business & Economics - 64 pages

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.

 

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User Review  - James.Igoe - www.librarything.com

If you 'drink' this book, as I did, it is because most of the ideas and methods for producing ideas are second nature to you. If you are not by nature an idea person, this book lays out methodical ... Read full review

Contents

How It Started
1
The Formula of Experience
4
The Pareto Theory
7
Training the Mind
12
Combining Old Elements
15
Ideas Are New Combinations
19
The Mental Digestive Process
29
Constantly Thinking About It
34
The Final Stage
38
Some AfterThoughts
41
Copyright

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About the author (2003)

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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