Creative Thinking and Concepting in Advertising
Edition: 1
Copyright: 2022
Pages: 220
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$74.97
According to LinkedIn, creativity ranks as the #1 soft skill employers are actively seeking. However, a significant challenge lies ahead, as not all students know how to define creativity, apply it effectively, and showcase their creative abilities. This groundbreaking textbook serves as the ultimate solution, empowering students to cultivate and harness their creative thinking skills, with a particular focus on applying them to advertising campaigns.
The textbook boasts expert guidance, drawn from extensive research and insights provided by seasoned professionals. By adopting this resource, you can ensure that your students gain the following invaluable advantages:
Define Creativity and Apply Creative Thinking Skills: Through comprehensive lessons and hands-on exercises, students will grasp the true essence of creativity and learn how to channel it effectively into their projects.
Break Through Creative Barriers and Work with a Team: Encouraging collaboration, this textbook equips students with strategies to overcome creative hurdles, provides tactics to speed-up brainstorm sessions, and thrive in team environments.
Generate Innovative Ideas to Captivate Audiences: By nurturing innovation, the book helps students’ ability to concoct novel advertising ideas that truly captivate and engage audiences, setting them apart as trailblazers in any industry.
Learn Strategies and Techniques from Real-World Examples: By studying real-world success stories and campaigns, students will have access to a treasure trove of strategies and techniques practiced by industry-leading professionals that will enhance their copywriting and art direction abilities.
Create Compelling Campaigns: Armed with newfound creative prowess, students will be capable of conceiving and executing powerful, emotionally resonant advertising campaigns. Students will learn how to turn insights into strategies and strategies into tactics.
This cutting-edge textbook is not just an educational resource but a pathway to success in an increasingly competitive job market. By the end of this book, students will not only understand the nature and significance of creativity but also acquire practical skills essential to the advertising industry. It offers a comprehensive guide to harnessing creative potential, making this textbook an invaluable resource for those looking to leave their mark on the advertising world
UNIT 1: What Is Creativity
Chapter 1: Killing Creativity
Chapter 2: Enhancing Creativity
Chapter 3: Personality and Individual Traits of Creative Thinkers
Chapter 4: Developing a Creative Process
UNIT 2: Creativity in Advertising
Chapter 5: Creativity and Advertising
Chapter 6: Brainstorming Fundamentals
Chapter 7: Techniques for Brainstorming
Chapter 8: Amazing Creative: Strategy and the Big Idea
Chapter 9: Advertising as Storytelling
Chapter 10: Putting It All Together: The Integrated Campaign
UNIT 3: The Elements of Creative Thinking in Advertising
Chapter 11: What's in A Line? Writing Headlines and Taglines
Chapter 12: Copy is Dead: Long Live Copy
Chapter 13: Art Direction 101
UNIT 4: What's Next for Your Student Work
Chapter 14: Student Advertising Award Shows
Dr. Mike Devlin is an associate professor of Advertising. He holds a PhD in Mass Communication from the University of Alabama, and an MA in Mass Communication and BA in Electronic Media Communications from Texas Tech University. Before his venture into academia, Mike honed his skills as a multimedia specialist and media designer in Austin, Texas, acquiring invaluable industry experience.
Dr. Devlin has been recognized for his contributions in academia, receiving numerous national research and teaching awards. He also has an impressive track record as an advisor to several National Student Advertising Competition teams, leading them to district championships (4x) and securing national runner-up finishes (2x).
A prolific scholar, Dr. Devlin has authored over 35 peer-reviewed publications and contributed to more than 40 national and international conference proceedings. His work keenly investigates the intersection of communication, identification, and advertising effectiveness. He is the sole author of the book, "Creative Thinking at Connecting in Advertising," a compelling read for anyone invested in the dynamics of creativity in advertising.
Currently, Dr. Devlin brings his vast knowledge and experience to the classroom, teaching a diverse range of creative advertising and advertising campaign courses.