By James Webb Young
A approach for generating principles ,reveals an easy, brilliant idea-generation method that has stood the try out of time.
First offered to scholars in 1939, released in 1965, and now reissued for a brand new iteration of ads pros and others trying to jump-start their inventive juices, this robust advisor information a five-step approach for accumulating details, stimulating mind's eye, and recombining outdated components into dramatic new ideas.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)
This was particularly true if the e was given an accent. In general, one should follow the rule that horizontal writing is easier to read than vertical – and that 42 the gaps between vertically placed letters should be made smaller to increase their readability. 101) The German Paul Möbius also warned against placing letters vertically. Surprisingly, given the historical context – his book appeared in 1938 – he recommends ‘total freedom in the choice of form’. 102 The illustrative manuals proved that the production of neon advertisements did not have to be the monopoly of a centrally controlled and global organization (even if Georges Claude would have preferred it to have remained so).
1 Billion Lux in Chicago Chicago was the right place to be writing a book about light effects. Here social differences always stood out in contrasting light and shade. When Algren wrote The Neon Wilderness, some city neighbourhoods were still lit by old-fashioned gas lights, while in other neighbourhoods the electric lighting was in a deplorable state. 4 Even half a century before, when Chicago was just growing into a city, these sharp contrasts had characterized the urban landscape. 6 The novelist Theodore Dreiser lauded the nightscape as a ‘Garden of the Gods’.
The advertisers would also react to the personal wishes of New Yorkers. A woman had written to the Ford organization because the automobile company’s enormous neon sign always started to light up before the sun went down. For that reason her little daughter was never able to see a proper red sunset. 121 Anecdotes such as these illustrate the slightly sentimental view with which the already convinced citizens saw the world of neon in the ’30s. 122 The energy consumed by these lights, coffee smells and smoke rings, and the energy they gave back to the city, were part of the very essence of a metropolis based on the consumption of electricity.
A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young