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Product Description
Book Description
A McGraw-Hill Advertising Classic
A Technique for Producing Ideas reveals a simple, sensible idea-generation methodology that has stood the test of time.
First presented to students in 1939, published in 1965, and now reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step process for gathering information, stimulating imagination, and recombining old elements into dramatic new ideas.
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.
One day in my last year as an advertising agency executive in Chicago I had a telephone call from the western advertising manager of a well-known magazine. Read the first page
Concordance
Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
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Most helpful customer reviews
1 of 1 people found the following review helpful
4.0 out of 5 stars
Just do "this"!,
By 13th-moon (NYC, NY USA) - See all my reviews
This review is from: A Technique for Producing Ideas (Paperback)
Creating idea must be the most difficult part notonly in great invention but also in business or daily life. This book offers us simple principles of the way to creat idea step by step. I thought that I could do it, it completely makes sense when I read it long time ago. It was the same opinion which I have when I read it this time. It is clear that by implementing the principles I can make progress to achievement even if I do not hit upon idea immediately. Then, all I need to do is "just do it". Whether you can start gathering information or not would be the watershed of utilizing this book.
5.0 out of 5 stars
Like and instruction manual for your brain...,
By A Customer
This review is from: Technique for Producing Ideas (Paperback)
How to Get Ideas and other books on the subject of creative thinking are mainly just elaborations on the core thoughts laid down by James Webb Young. This is a classic read; short, pointed, and truthful. If you are in the business, you will find your hunches confirmed in simple, memorable language. The other books on the subject are very rah-rah; this book just tells it like it is. Not a self-help book, more like an instruction manual for your brain.
5.0 out of 5 stars
a secret treasure you should only share with closest friends,
By Sulin Lau (Kuala Lumpur, Malaysia) - See all my reviews
This review is from: Technique for Producing Ideas (Paperback)
without giving too much away, the "technique" is so darn commonsensical you will no doubt whack yourself on the head at the simplicity of it alli have tried his technique and shared it with close friends and it has become (so far) a fail proof way of striking creative oil. won us a fair amount of new business. another plus is the book so small and concise it fits in most purses and can be read cover-to-cover during your morning latte.
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