A Technique for Producing Ideas (Anglais) Broché – 1 mars 2003
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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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One day in my last year as an advertising agency executive in Chicago I had a telephone call from the western advertising manager of a well-known magazine. Lire la première page
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Although Mr. Bernbach probably never intended this book for consumers like me in the scientific research profession, I'd bet my money that this little gem might be just as "duh" or "aha"-evoking to people in any other knowledge-intensive line of white-collar work. The only note of caution: This book was originally written in the 1940s and the gender bias ("the creative man," "he") is pervasive throughout its 48 pages.
If you are in a profession where your "wealth" is measured in intellectual output, this is some of the best seven dollars you can invest in your education. Highly recommended for anyone whose profession requires novelty, new ideas, and creativity. Buy---don't borrow--read, reread, and dog ear this little gem!
I rate this book as a two instead of a one as it does momentarily capture the essence of idea production in the following statements:
"An idea is nothing more nor less than a new combination of old elements."
"The capacity to bring old elements into new combinations depends largely on the ability to see relationships."
"The habit of the mind which leads to a search for relationships between facts becomes the highest importance of the production of ideas."
Beyond these quotes the book encompasses little else other than a three page chapter about taking action. I sincerely believe that if you understand the above quotations as well as the notion that once you have the idea, you have to actually use the idea for it to have value, then you already know everything this book has to offer.
I highly recommend much better material on the subject found in "How to Get Ideas" by Jack Foster; a book that will not disappoint you as it is laced with real world examples, applications, and exercises to produce countless ideas.
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