ERIC Number: ED327880
Record Type: RIE
Publication Date: 1989-Aug
Reference Count: 0
Idea Generation Techniques: Quantities and Ad Ideas in Minimum Time.
Marra, James L.
One of the major problems in advertising courses is that students are expected to generate original, exciting advertising ideas, but often are not taught how to go about the process. Idea generation techniques can help students generate quantities of creative ideas more quickly and fluently. By looking at ads and recreating the workings of the creative minds behind them, ways in which ideas are produced can be highlighted. The beginning of idea generation is a matter of isolating themes as they are derived from features, selling points, and benefits. If a theme is the "matter" of an ad, an idea is the "manner" of the ad. An idea bank, consisting of layout pages where seeds of ideas are sketched and including a grid logging key features, selling points and benefits, is a means of keeping track of one's creative consciousness. Idea generation techniques include: (1) associations (again based on features, selling points, and benefits); (2) opposites, including list opposites, media opposites, expectation opposites, and competition opposites; (3) verbal plays, including onomatopoeia, rhyme, alliteration, and multiple meanings; and (4) clocks and calendars (referring to time, seasons, etc.). (Thirteen photocopies of ads illustrating the techniques discussed are attached.) (SR)
Publication Type: Speeches/Meeting Papers; Guides - Classroom - Teacher
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertisements; Advertising Effectiveness; Idea Generation
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (72nd, Washington, DC, August 10-13, 1989). Attached material may not reproduce clearly. For a related document, see ED 283 156.