Basics Advertising 03

Ideation

Nik Mahon

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Paperback

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English

AVA Publishing SA
26 September 2011

Advertising; Advertising industry

Series: Basics Advertising

Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the process of generating creative advertising ideas and concepts, and looks at the various obstacles that can stop ideas from forming - before exploring in detail a range of effective ways to break through creative blocks.

Ideation examines different ways of visualizing and communicating ideas, explores key approaches used by international and memorable advertising campaigns and details a vast range of methods that you can use for generating your own creative ideas.

By: Nik Mahon
Imprint: AVA Publishing SA
Country of Publication: Switzerland
Volume: 03
Dimensions: Height: 230mm, Width: 160mm, Spine: 15mm
Weight: 508g
ISBN: 9782940411504
ISBN 10: 2940411506
Series: Basics Advertising
Pages: 184
Publication Date: 26 September 2011
Audience: College/higher education , General/trade , Primary , ELT Advanced
Format: Paperback
Publisher's Status: Active

Introduction. What is ideation?: The principles of ideation; Personal creative blocks; External blocks; Interview - Simon Cenamor and Raymond Chan of HMDG; Give it a go - Having plenty of ideas. Breaking through to ideas: Breaking routine; Re-interpreting the problem; Lateral thinking; Challenging assumptions; Observations, curiosity and experience; Risk-taking; Interview - Nigel Clifton of EHS 4D; Give it a go - The assumption challenge - challenge!. Using creative tools to generate ideas: Mind maps; Consequences; Metaphors and similes; Checklists; Assumption reversals; The rephrasing technique; Random stimulus and free association; The second-guess technique; Morphological analysis; Group brainstorming; Case study - The Toyota iQ launch; Give it a go - Focusing on the proposition. Executing creative ideas successfully: Reframing; Humour; Shock and sex; Playing with type and wordplay; Demonstrations and comparisons; Engaging the audience in your campaign; Exaggeration; Experts and invented characters; Even more creative approaches; Case study - James Boag's Great Tasmanian Pipeline; Give it a go - The idea notebook. Conclusion. Bibliography. Glossary. Index. Acknowledgements. Working with ethics.

Nik Mahon is a senior lecturer in advertising at Southampton Solent University, where he teaches on the BA (Hons) Advertising course and several other communication degree programmes. Graduating in Graphic Design at Central Saint Martins College of Art & Design, Nik then worked as an art director for BB&P Design & Advertising in Grand Cayman, British West Indies. On returning to the UK, he joined Rayner Advertising as creative director. Nik's clients have included British Gas, Ordnance Survey, the Inland Revenue and United Biscuits. As a writer and commentator on creative advertising Nik has published Basics Advertising 02: Art Direction (AVA Publishing, 2010), and co-authored The Fundamentals of Creative Advertising, 2nd Edition (AVA Publishing, 2011). He has also contributed to several other key advertising and marketing texts.

Reviews for Basics Advertising 03: Ideation

A must for all advertising students packed with interesting case studies from all around the world, plus most importantly - practical exercises to complete along the way ... We also liked the Working with Ethics section at the back of the book which is designed to make readers question their work through topics such as sustainability and stereotypes. -- Katie Dominy, Arts Thread Blog, Nov 2011 Very useful, not just for advertising, but for all creative disciplines that require projects to be developed. The images/case studies are very useful for illuminating the ideas presented, and are great for teaching (visualizing in a lecture, for example). -- Craig Batty, Rmit University, Australia Finally... a book that is dedicated to addressing creativity in advertising, and that covers the area in enough depth without becoming overly academic and theoretical. This will be a required text for my module on Creative Advertising. -- Andrew Jackson, Canterbury Christ Church University, UK