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

ISBN-10: 0500287333
ISBN-13: 9780500287330
Edition: 2nd 2008 (Revised)
Authors: Mario Pricken
List price: $39.95 Buy it from $9.46
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Description: "More than just a nice-to-look-at, easy-to-flip-through book...Pricken has loftier goalsnamely, to transform readers into top creatives by introducing them to a variety of techniques and ideas." Adweek Unraveling the creative process behind some of  More...

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Book details

List price: $39.95
Edition: 2nd
Copyright year: 2008
Publisher: Thames & Hudson
Publication date: 6/23/2008
Binding: Paperback
Pages: 256
Size: 9.75" wide x 11.50" long x 0.75" tall
Weight: 2.222
Language: English

"More than just a nice-to-look-at, easy-to-flip-through book...Pricken has loftier goalsnamely, to transform readers into top creatives by introducing them to a variety of techniques and ideas." Adweek Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including magazines, billboards, television, movies, and the Internet. Each chapter highlights different practical methods for creating innovative and unforgettable ads, with award-winning work from some of the most influential names in the industry. This edition includes a completely revised and updated introductory chapter plus dozens of new examples that demonstrate a fascinating range of approaches. 450+ illustrations, 280 in color.

Mario Pricken is a creative director and direct marketing consultantwho trains creative teams from advertising agencies and marketingdepartments. He lives in Germany.

DreamTeam: a Framework for Great Creative Performance
DreamTeam: manage your ideas like a pro
From the brief to a single goal
Building your DreamTeam
Switch on all five senses
Always separate the ideas phase from the evaluation phase
Grab ideas and run with them
Avoid idea killers and think creatively
Stick with it: the best ideas are yet to come
Develop your sense of humour
Use doodles to visualize your ideas
Taking your ideas further: creativity is crucial
Idea evaluation and selection: from three hundred to three
Implementation: turning ideas into reality
The KickStart Catalogue; Finding Ideas that Communicate
The basis of the KickStart catalogue
Using the KickStart catalogue
The KickStart catalogue
Without words
Mixing and matching
Compare and contrast
Repetition and accumulation
Exaggeration
Turn it right around
Omission and suggestion
Paradoxes and optical illusions
Provocation and shock tactics
Playing with time
A change of perspective
Spoofs and parodies
Symbols and signs
Come and play
Telling stories
Absurd, surreal, bizarre
Take it literally
Take a look inside
Show the effects
Change the product
Alternative uses
Double meanings
Play with words
In the beginning was the word
Reframing: a key to creative thinking
Metaphor and analogy
Break out of the frame
Alternative media
All the world's a stage
Copy with Punch: Using Wit and Humour
Structuring jokes
A practical guide to joke-making: Constructing and disrupting frames of reference
Developing punchlines
Adapting and using existing punchlines
Make the most of black humour
Unexpected humour and situation comedy
Blue humour
Classic Creative Techniques
The morphological matrix
Osborn's checklist
Visual synectics
Visualization: Movies in Your Mind
Tools for professional dreamers
Controlling the pictures in your mind
The team behind this book

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