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

Author: Mario Pricken
Publisher: New York : Thames & Hudson, 2013.
Edition/Format:   Print book : English : New ed., rev. and updatedView all editions and formats
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Document Type: Book
All Authors / Contributors: Mario Pricken
ISBN: 9780500287330 0500287333
OCLC Number: 1023578040
Notes: "Translated from the German Kribbeln im Kopf by Mary Whittall"--Title page verso.
Description: 255 pages : illustrations (some color) ; 29 cm
Contents: 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.
Other Titles: Kribbeln im Kopf.
Responsibility: Mario Pricken.

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