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

Основен автор: Pricken, Mario.
Формат: Книга
Език: English
German
Публикувано: New York : Thames & Hudson, 2013.
Издание: New ed., rev. and updated.
Предмети:
Advertising.
Commercial art > Technique.
Съдържание:
  • 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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