Amazon cover image
Image from Amazon.com

Creative advertising : ideas and techniques from the world's best campaigns / Mario Pricken.

By: Language: English Original language: German Publication details: London : Thames & Hudson, 2008.Edition: New edDescription: 255 pages : illustrations (chiefly color) ; 29 cmISBN:
  • 9780500287330
  • 0500287333
Uniform titles:
  • Kribbeln im Kopf. English
Subject(s):
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.
Summary: 'Creative Advertising' unravels the creative processes behind some of the most original and effective campaigns of recent years. Pricken showcases over 200 examples of international advertising from a range of media including books, TV, film and the Internet.
Holdings
Item type Current library Collection Call number Status Date due Barcode
Book Book CGLAS Library Green 741.67 PRI (Browse shelf(Opens below)) Checked out 21/03/2025 04801

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.

'Creative Advertising' unravels the creative processes behind some of the most original and effective campaigns of recent years. Pricken showcases over 200 examples of international advertising from a range of media including books, TV, film and the Internet.

Translated from the German.