By James Webb Young
A method for generating Ideas,]reveals an easy, brilliant idea-generation technique that has stood the try out of time.
First provided to scholars in 1939, released in 1965, and now reissued for a brand new new release of ads pros and others seeking to jump-start their artistic juices, this robust consultant info a five-step procedure for collecting info, stimulating mind's eye, and recombining outdated components into dramatic new ideas.
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Extra resources for A Technique for Producing Ideas (Advertising Age Classics Library)
Many potent commercials rely on the writer's ability to (a) create a selling idea for a commercial and (b) express that idea in a few words. " This was done by the art director in the form of a storyboard or another type of visualization, such as an animatic (illustrations videotaped to a sound track to emulate the final commercial). Now, however, as the strength of the visual over the spoken word becomes more apparent in TV advertising, many creative directors, who Page 10 were originally art directors, possess the combined ability to originate new ideas of their own visually and also to lead other members of the creative department to originate new commercial campaigns.
With gratitude, I accepted the job, at $20 a week. My job was to be Everyman: announce all live commercials during an eight-hour shift, answer phones after regular office hours, and write local radio commercialsincluding those for "Suzy and Her Sons of the Ozarks," sponsored by Uncle Dick Slack of the Slack Furniture Company. " I worked for the CBS owned-and-operated WBBM radio as a director for eight years. Then the broadcast stream went over a waterfall, and pictures were introduced to the sounds of radio.
1 There are advertising agencies in this changing world that are dedicated to that premise. And their considered understanding of the commercial production process will aid them in achieving their sales goal. This book will take the reader through the wonderful maze of commercial production and its infinite possibilities of visual and auditory expression. But the reader will bring the most necessary ingredient to this book: the individual selling ideas that have made commercial television production such a potent force.
A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young