Technique for Producing Ideas - Softcover

YOUNG

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9780844230009: Technique for Producing Ideas

Softcover

ISBN 10: 0844230006 ISBN 13: 9780844230009

Publisher: McGraw-Hill Education, 1992

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Produce ideas -- for anything -- on demand. This classic creative problem-solver walks you through a proven, step-by-step process to producing powerful and purposeful ideas and shows you how to: -- Gather the raw materials -- those of your immediate problem and the materials which come from your store of general knowledge-- Work over and incubate these materials in your mind-- Shape and develop an idea for practical use

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From the Back Cover:

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.

About the Author:

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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