By James Webb Young
A procedure for generating Ideas,]reveals an easy, good idea-generation method that has stood the try out of time.
First provided 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this robust advisor information a five-step method for collecting details, stimulating mind's eye, and recombining outdated components into dramatic new ideas.
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Additional resources for A Technique for Producing Ideas (Advertising Age Classics Library)
Because television was still in its formative period, however, it could not by itself oﬀer advertisers the reach and frequency levels that radio used to. The culture of television advertising had, in fact, already become an archetype by the early s, well-documented in ﬁlms, literature, and even television advertising itself. On a June episode of Cavalcade of Stars, for example, a pompous man in a tuxedo identiﬁed only as a ‘‘representative of the sponsor’’ bossily demanded that host Jerry Lester sing the ‘‘Quality Drug Stores’’ song at the party after the broadcast.
In addition to having a palette of culturally charged references to draw from, advertisers had an array of diﬀerent creative genres to choose from, resulting in some commercials which could be considered excellent even by today’s standards. The musical extravaganza was by and large considered the most popular, with singers, dancers, clowns, and announcers collaborating to create a Broadway-like production number. Commercial presentations on Lucky Strike Theater best exempliﬁed this approach, as some people performed separate jobs to present Luckies as Cecil B.
In , for example, plugs for Lucky Strike were directly integrated into the scripts of shows, a practice that continued through the life of the program. In a January episode, Don refused to read the Lucky Strike commercial, believing it too silly, but Jack forced him to do it. In a March show, the Sportmen Quartet performed the sponsor’s jingle (‘‘Any Time You Light a Lucky’’) in Benny’s crowded dressing room, while in June they sang ‘‘Bye Bye Benny’’ as part of the Lucky commercial (Benny was purportedly oﬀ to England for a concert tour).