Basics Advertising 03: Ideation
1st Edition
Published on 10. August 2017
184 pages
978-1-350-03413-6 (ISBN)
Description
Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the process of generating creative advertising ideas and concepts, and looks at the various obstacles that can stop ideas from forming - before exploring in detail a range of effective ways to break through creative blocks.
Ideation examines different ways of visualizing and communicating ideas, explores key approaches used by international and memorable advertising campaigns and details a vast range of methods that you can use for generating your own creative ideas.
Ideation examines different ways of visualizing and communicating ideas, explores key approaches used by international and memorable advertising campaigns and details a vast range of methods that you can use for generating your own creative ideas.
More details
Series
Edition
1. Auflage
Language
English
Place of publication
London
United Kingdom
Publishing group
Bloomsbury Publishing PLC
Target group
College/higher education
Illustrations
200 colour illus
ISBN-13
978-1-350-03413-6 (9781350034136)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Nik Mahon
Basics Advertising 03: Ideation
Book
09/2011
AVA Publishing SA
€54.71
Available (delivery time upon request)
Person
Nik Mahon is a senior lecturer in advertising at Southampton Solent University, where he teaches on the BA (Hons) Advertising course and several other communication degree programmes. Graduating in Graphic Design at Central Saint Martins College of Art & Design, Nik then worked as an art director for BB&P Design & Advertising in Grand Cayman, British West Indies. On returning to the UK, he joined Rayner Advertising as creative director. Nik's clients have included British Gas, Ordnance Survey, the Inland Revenue and United Biscuits. As a writer and commentator on creative advertising Nik has published Basics Advertising 02: Art Direction (AVA Publishing, 2010), and co-authored The Fundamentals of Creative Advertising, 2nd Edition (AVA Publishing, 2011). He has also contributed to several other key advertising and marketing texts.
Content
Introduction. What is ideation?: The principles of ideation; Personal creative blocks; External blocks; Interview - Simon Cenamor and Raymond Chan of HMDG; Give it a go - Having plenty of ideas. Breaking through to ideas: Breaking routine; Re-interpreting the problem; Lateral thinking; Challenging assumptions; Observations, curiosity and experience; Risk-taking; Interview - Nigel Clifton of EHS 4D; Give it a go - The assumption challenge - challenge!. Using creative tools to generate ideas: Mind maps; Consequences; Metaphors and similes; Checklists; Assumption reversals; The rephrasing technique; Random stimulus and free association; The second-guess technique; Morphological analysis; Group brainstorming; Case study - The Toyota iQ launch; Give it a go - Focusing on the proposition. Executing creative ideas successfully: Reframing; Humour; Shock and sex; Playing with type and wordplay; Demonstrations and comparisons; Engaging the audience in your campaign; Exaggeration; Experts and invented characters; Even more creative approaches; Case study - James Boag's Great Tasmanian Pipeline; Give it a go - The idea notebook. Conclusion. Bibliography. Glossary. Index. Acknowledgements. Working with ethics.
