Product 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.

Product Details

• Amazon Sales Rank: #27673 in Books
• Published on: 2003-01-21
• Original language: English
• Number of items: 1
• Binding: Paperback
• 64 pages

Book Info
Reveals a simple, sensible idea-generation methodology that has stood the test of time. Provides a step by step technique for sparking breakthrough creativity in advertising--or any field. Softcover.

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.

About the Author

James Webb Young was a driving force behind the creation of the modern advertising industry, and is one of advertising's most honored educators and practitioners.

Customer Reviews

Techniques to create ideas
Just excellent! And, such a beautiful language too, like a poem! Read it, love it!

straight to the point, somewhat perceivable
I really enjoyed reading this book. Although a bit too short, James Webb Young succeeds in clarifying the creative process with common wisdom. It will be helpful for almost anyone, but especially to those in the creative field.

Personally I have been using the same thought process for a couple of years now, but without paying the appropriate attention to detail in every single step of it.

Overall an easy to digest recommended reading.

Savvas S.

Short and to the Point
If you want to cut to the chase about how to be more creative, this is the book for you. Young breaks the creative act into its basic points in as straighforward a fashion as possible. It is a very short book, which can be digested in probably 20 minutes or less, but leaves you with all you need to know to get started. The book has no creativity activities or exercises like other books of its kind, but focuses instead on the main principles and basic methods for producing creative ideas. This is the book to begin with if you aspire to more creative production in your life.