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A Technique for Producing Ideas (McGraw-Hill Advertising Classic)
 
 
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A Technique for Producing Ideas (McGraw-Hill Advertising Classic) (Paperback)

by James Young (Author) "One day in my last year as an advertising agency executive in Chicago I had a telephone call from the western advertising manager of a..." (more)
4.1 out of 5 stars  See all reviews (8 customer reviews)
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Product details

  • Paperback: 64 pages
  • Publisher: McGraw-Hill Professional; New edition edition (1 Mar 2003)
  • Language English
  • ISBN-10: 0071410945
  • ISBN-13: 978-0071410946
  • Product Dimensions: 17.4 x 12.6 x 0.6 cm
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon.co.uk Sales Rank: 4,774 in Books (See Bestsellers in Books)

    Popular in these categories:

    #2 in  Books > Health, Family & Lifestyle > Psychology & Psychiatry > Cognition & Cognitive Psychology > Creative Ability
    #3 in  Books > Business, Finance & Law > Management > Management Skills > Creativity
    #4 in  Books > Business, Finance & Law > Sales & Marketing > Advertising

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Product Description

Product Description

This title offers 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.


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.

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Inside This Book (Learn More)
First Sentence
One day in my last year as an advertising agency executive in Chicago I had a telephone call from the western advertising manager of a well-known magazine. Read the first page
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Customer Reviews

8 Reviews
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Average Customer Review
4.1 out of 5 stars (8 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
25 of 29 people found the following review helpful:
5.0 out of 5 stars A MUST READ, 28 Oct 2001
This review is from: Technique for Producing Ideas (Paperback)
Although it is not a very new book (about 50 years old), its significant, simplified, and disciplined way for innovative thinking is just as effective and valuable as the day it was first published. I am sure you will fall in love with the book so much that it will take an hour to read. Enjoy reading!
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3 of 3 people found the following review helpful:
4.0 out of 5 stars A good perspective, 20 April 2009
By Mr. P. F. Norris "Paul Norris" (Bristol, UK) - See all my reviews
(REAL NAME)   
It's useful for helping you step back and evaluate the creative process. Short enough that you can read it often - which helps reinforce its message. I'd recommend it.
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7 of 9 people found the following review helpful:
5.0 out of 5 stars Just FIVE simple steps....., 3 Oct 2007
By Terry Tozer "TJSKA.com" (Reading, Bracknell, Brighton & Hove, UK) - See all my reviews
(TOP 1000 REVIEWER)    (REAL NAME)   
......that's all it takes to learn how to come up with new & creative ideas, time after time. As Young says, the idea & the technique itself are so plain & logically simple that you may even miss it; despite the fact that the book is only some 48 pages long. It's easy to read & in your haste to learn "the secret" you may finish the book too quickly. Some thoughtful reading is required, so please don't dismiss the book because of its apparent brevity.

The fact that the book has survived successfully for over 40 years in print is testament to Young unique (but not new) teaching.

Although Young does not refer to it, I am reminded of many writers & books that go into great detail explaining the "science of the mind" & the wonderful way the brain [or mind] works & how it can be used to spawn new ideas & create solutions to problems. Sometimes referred to Mental Science, its philosophy & teachings go back thousands of years & weren't fully recognised until around the time of the 1900's.

If after reading this you wish to develop & research this technique further, I would highly recommend Emmet Fox's "Power Through Constructive Thinking".
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Most Recent Customer Reviews

5.0 out of 5 stars Great Book
Great book! Clearly defines the process of tninking and idea finding. Thre might be some exclusions and cases. Yet it fits to my overall experience. Read more
Published 2 months ago by Can Burak Bizer

1.0 out of 5 stars All from Yester Year
A great deal of words over ideas that in todays world we take forgranted as general knowledge. Fine prior computers.

Dennis Ricketts
[]
Published 6 months ago by Dennis Ricketts

5.0 out of 5 stars Intriguing and reassuring?
What surprises you first (if you weren't expecting it) is that the book is so very tiny. For £4.99 you don't get many words for your money, and the first ten pages are... Read more
Published 7 months ago by SARAH MCCARTNEY

3.0 out of 5 stars A Technique for Producing Ideas
A short book like this deserves a short review. This book is less about technique and more about procedure. Read more
Published 21 months ago by DC Thornbray

5.0 out of 5 stars Worth Reading
Very few books I've read are so direct and simple. The author gives away his secrets in this book, he says that he is not scared to do so because - as with many things - very few... Read more
Published 23 months ago by E. Chukweze

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