Creative Advertising
Ideas and Techniques from the World's Best Campaigns
Description:... 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.
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