"Basics Advertising 03: Ideation" provides an in-depth look at the process of generating creative advertising ideas and concepts. It begins with a broad overview of the ideation process and the general principles, before examining the various obstacles that can block ideas and how to break through them. Key approaches and styles of execution used by advertising creatives are highlighted and illustrated throughout with examples from some of the worlds best advertising campaigns. A variety of methods for generating ideas and stimulating creativity are also described in detail, providing an essential toolkit of techniques for advertising students and junior creative teams.
'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, November 2011.
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.