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Creative advertising : ideas and techniques from the world's best campaigns

By: Pricken, MarioMaterial type: Text

TextPublication details: New York : Thames & Hudson, 2008Edition: New editionDescription: 255 pages : illustrations (some color)ISBN: 9780500287330; 0500287333Subject(s): Advertising | Commercial art -- TechniqueDDC classification: 659.1

Contents:

What can this book do for you? -- pt. 1. DreamTeam : a framework for great creative performance -- 1.01. DreamTeam : manage your ideas like a pro -- 1.02. From the brief to a single goal -- 1.03. Building your DreamTeam -- 1.04. Switch on all five senses -- 1.05. Always separate the ideas phase from the evaluation phase -- 1.06. Grab ideas and run with them -- 1.07. Avoid idea killers and think creatively -- 1.08. Stick with it : the best ideas are yet to come -- 1.09. Develop your sense of humour -- 1.10. Use doodles to visualize your ideas -- 1.11. Taking your ideas further : creativity is crucial! -- 1.12. Idea evaluation and selection : from three hundred to three -- 1.13. Implementation : turning ideas into reality -- pt. 2. The KickStart catalogue : finding ideas that communicate -- 2.01. The basis of the KickStart catalogue -- 2.02. Using the KickStart catalogue -- 2.03. The KickStart catalogue -- 2.04. Without words -- 2.05. Mixing and matching -- 2.06. Compare and contrast -- 2.07. Repetition and accumulation -- 2.08. Exaggeration -- 2.09. Turn it right around -- 2.10. Omission and suggestion -- 2.11. Paradoxes and optical illusions -- 2.12. Provocation and shock tactics -- 2.13. Playing with time -- 2.14. A change of perspective -- 2.15. Spoofs and parodies -- 2.16. Symbols and signs -- 2.17. Come and play -- 2.18. Telling stories -- 2.19. Absurd, surreal, bizarre -- 2.20. Take it literally -- 2.21. Take a look inside -- 2.22. Show the effects -- 2.23. Change the product -- 2.24. Alternative uses -- 2.25. Double meanings -- 2.26. Play with words -- 2.27. In the beginning was the word -- 2.28. Reframing : a key to creative thinking -- 2.29. Metaphor and analogy -- 2.30. Break out of the frame -- 2.31. Alternative media -- 2.32. All the world's a stage -- pt. 3. Copy with punch : using wit and humour -- 3.01. Structuring jokes -- 3.02. A practical guide to joke-making : constructing and disrupting frames of reference -- 3.03. Developing punchlines -- 3.04. Adapting and using existing punchlines -- 3.05. Make the most of black humour -- 3.06. Unexpected humour and situation comedy -- 3.07. Blue humour -- pt. 4. Classic creative techniques -- 4.01. The morphological matrix -- 4.02. Osborn's checklist -- 4.03. Visual synectics -- pt. 5. Visualization : movies in your mind -- 5.01. Tools for professional dreamers -- 5.02. Controlling the pictures in your mind -- The team behind this book.

Summary: Presents over 450 illustrations of advertising from around the world, showcasing examples from magazines, billboards, television, movies, and the Internet that use illusion and paradox, metaphor and analogy, and shock tactics and humor to convey their message.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	659.1 PRI (Browse shelf(Opens below))	Available		012099

Total holds: 0

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Previous								Next
Previous	659.1 CLO Integrated advertising, promotion, and marketing communications.	659.1 FEL Advertising : concept and copy	659.1 LAN Kleppner's advertising procedure	659.1 PRI Creative advertising : ideas and techniques from the world's best campaigns	659.1 WIL The Fundamentals of Advertising	659.133 SER Word of mouth marketing : how smart companies get people talking	659.2 BAS Public relations : the profession and the practice	Next

"Translated from the German Kribbeln im Kopf by Mary Whittall"--Title page verso.

What can this book do for you? --
pt. 1. DreamTeam : a framework for great creative performance --
1.01. DreamTeam : manage your ideas like a pro --
1.02. From the brief to a single goal --
1.03. Building your DreamTeam --
1.04. Switch on all five senses --
1.05. Always separate the ideas phase from the evaluation phase --
1.06. Grab ideas and run with them --
1.07. Avoid idea killers and think creatively --
1.08. Stick with it : the best ideas are yet to come --
1.09. Develop your sense of humour --
1.10. Use doodles to visualize your ideas --
1.11. Taking your ideas further : creativity is crucial! --
1.12. Idea evaluation and selection : from three hundred to three --
1.13. Implementation : turning ideas into reality --
pt. 2. The KickStart catalogue : finding ideas that communicate --
2.01. The basis of the KickStart catalogue --
2.02. Using the KickStart catalogue --
2.03. The KickStart catalogue --
2.04. Without words --
2.05. Mixing and matching --
2.06. Compare and contrast --
2.07. Repetition and accumulation --
2.08. Exaggeration --
2.09. Turn it right around --
2.10. Omission and suggestion --
2.11. Paradoxes and optical illusions --
2.12. Provocation and shock tactics --
2.13. Playing with time --
2.14. A change of perspective --
2.15. Spoofs and parodies --
2.16. Symbols and signs --
2.17. Come and play --
2.18. Telling stories --
2.19. Absurd, surreal, bizarre --
2.20. Take it literally --
2.21. Take a look inside --
2.22. Show the effects --
2.23. Change the product --
2.24. Alternative uses --
2.25. Double meanings --
2.26. Play with words --
2.27. In the beginning was the word --
2.28. Reframing : a key to creative thinking --
2.29. Metaphor and analogy --
2.30. Break out of the frame --
2.31. Alternative media --
2.32. All the world's a stage --
pt. 3. Copy with punch : using wit and humour --
3.01. Structuring jokes --
3.02. A practical guide to joke-making : constructing and disrupting frames of reference --
3.03. Developing punchlines --
3.04. Adapting and using existing punchlines --
3.05. Make the most of black humour --
3.06. Unexpected humour and situation comedy --
3.07. Blue humour --
pt. 4. Classic creative techniques --
4.01. The morphological matrix --
4.02. Osborn's checklist --
4.03. Visual synectics --
pt. 5. Visualization : movies in your mind --
5.01. Tools for professional dreamers --
5.02. Controlling the pictures in your mind --
The team behind this book.

Presents over 450 illustrations of advertising from around the world, showcasing examples from magazines, billboards, television, movies, and the Internet that use illusion and paradox, metaphor and analogy, and shock tactics and humor to convey their message.

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