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

Name: Creative Advertising Ideas and Techniques from the World's Best Campaigns
Price: 14.53 USD
Availability: InStock
ISBN: 9780500287330

ISBN-10: 0500287333

ISBN-13: 9780500287330

Edition: 2nd 2008 (Revised)

Authors: Mario Pricken

List price: $39.95

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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 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…

Book details

List price: $39.95
Edition: 2nd
Copyright year: 2008
Publisher: Thames & Hudson
Publication date: 6/23/2008
Binding: Paperback
Pages: 272
Size: 10.00" wide x 11.30" long x 0.80" tall
Weight: 3.410
Language: English

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