By James Webb Young
A approach for generating rules ,reveals an easy, brilliant idea-generation method that has stood the try out of time.
First awarded to scholars in 1939, released in 1965, and now reissued for a brand new new release of ads pros and others trying to jump-start their artistic juices, this robust advisor info a five-step procedure for collecting details, stimulating mind's eye, and recombining outdated components into dramatic new ideas.
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Extra info for A Technique for Producing Ideas (Advertising Age Classics Library)
And if respondents do not say the ‘right’ things at first, the researcher can always go back to ‘probe further,’ and altogether ignore what has been previously recorded. So how should professional anthropologists react when the corporate client who hires them becomes part of the ethnographic encounter? This condition increasingly presents a new reality for anthropologists who work in the field of marketing, as ethnographic consultants Sunderland and Denny may attest, and as Olsen describes in her account of how she conducted in-store research for a small New York-based agency.
This relationship spreads its tentacles into all areas of an advertising executive’s work. For example, should a copywriter who does not smoke, who avoids ‘secondary smoking’ at all times, and who believes that tobacco companies have a lot to answer for in terms of their perceived moral irresponsibility towards consumers, work on a new cigarette campaign when asked to do so by his creative director? After all, he owes allegiance to his agency, as well as to the agency’s client. And should the creative director then fire the copywriter for refusing to cooperate on the campaign proposal?
Whether advertising deterritorializes the imagination or domesticates it, it follows the same trajectory. Exhorting, advising, and sometimes merely picturing, advertising has no reason to exist if it cannot move people towards something new. Proposing an advertising campaign to prospective clients, advertising executives need to know more than the people who constitute their market. 12 For an advertising executive, closing the deal requires a set of symbolic interactional skills that allow her to win the confidence of clients who come to that encounter with the full range of human peculiarities.