Creative advertising: ideas and techniques from the world's best campaigns/ Mario Pricken.

By: Pricken, MarioMaterial type: TextTextPublication details: New York : Thames & Hudson, 2008Description: 255 p. : ill. (some col.) ; 29 cmISBN: 9780500287330 (pbk.)Subject(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.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
General Books General Books Central Library, Sikkim University
General Book Section 		659.1 PRI/C (Browse shelf(Opens below)) Checked out 08/02/2021 P18249
Total holds: 0

"Translated from the German Kribbeln im Kopf by Mary Whittall"--T.p. 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.

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