A McGraw-Hill Advertising Classic A Technique for Producing Ideas
reveals a simple, sensible Ideageneration methodology that has
stood the test of time. First presented to students in 1939,
published in 1965, and now reissued for a new generation of
advertising professionals and others looking to jump-start their
creative juices, this powerful guide details a five-step process
for gathering information, stimulating imagination, and recombining
old elements into dramatic new ideas.
James Webb Young was a driving force behind the creation of the modern advertising industry, and is one of advertising's most honored educators and practitioners.
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