A Technique for Producing Ideas (Thinking Classics) (Anglais) Broché – 22 avril 2011
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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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o Knowledge of Propositions
o Knowledge of Markets
o Knowledge of Messages
o Knowledge of Message Carriers
o Knowledge of Trade Channels
o Knowledge of How Advertising Works
o Knowledge of The Specific Situation
Today, these core concepts continue to provide the "basics" on which all effective marketing depends when attempting to create or increase demand for the given product and/or service and multi-media advertising is without doubt advertising's most powerful resource. However, for at least the past 75 years, everything begins with a compelling idea.
In A Technique for Producing Ideas, Webb offers what he characterizes as a "simple, five-step formula anyone can use to be more creative in business and in life! " Although the process itself is indeed simple, completing it to achieve the given results is a wholly different matter. Webb's focus is on the process by which to generate ideas. "They appear just as suddenly above the surface of the mind [like a lovely atoll above the surface of a deep blue sea]; and with that same air of magic and unaccountability. But the scientist knows that the South Sea atoll is the work of countless, unseen coral builders, working below the surface of the sea." Keep in mind that Webb developed or encountered this insight decades ago.
The details of the five-step "formula are best revealed in context, within the narrative. I will suggest now, however, that (a) this booklet is by no means relevant only to advertising or even to business in general, and (b) it can help almost anyone to develop more and better ideas when seeking a solution to a problem or an answer to a question. Because Webb thinks and writes so clearly, the booklet offers the additional benefit of helping its reader to reduce (if not eliminate) all the "clutter" in the mind that accumulates relentlessly over time.
The most important part of this process, as far as I can tell, is what I'd call the incubation period - where you take your focus off your problem or issue and just allow the creative process to work. That's really hard for many of us because we don't trust that this process CAN work or WILL work for us on our problem or issue. That strikes me as normal and human and yet, because I have a hard time with this too, rather sad in a way. One way I try to overcome this is to keep some sort of meditation habit in force which just helps me calm the part of my mind that doesn't believe in either the benevolence or at the very least, neutrality, of the universe. Which it seems to me, the creative process, is a big part of.
This book closes with a truth - people reading this will be enthused at first and then not use the process. Oh, maybe once or twice, but over time they'll forget it. I agree with this, but I'm determined to be more active in inviting in the muse to help me creatively. I strongly suggest that you read this, practice, and have fun with it!
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