Creative Aerobics

Fueling Imagination in the 21st Century
1. Auflage 2017
ISBN: 978-93-86446-82-4
Verlag: SAGE Publications

Buch, Englisch, 180 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 244 g

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Creative Aerobics is an internationally proven technique for producing creative ideas. It works for you regardless of whether you are a left-brained student, a creative writer, an engineer, a copywriter, a businessperson, a gifted writer or an artist, or an advertising or marketing professional. In other words, it is a contemporary, creative process that can work for everybody. Advertising and marketing professionals will find this book particularly helpful in extending their ideation skills, maximizing their creative potential, and reducing their time per assignment.

This technique has been tested, both in the classroom and the boardroom. Using this, American and Indian students have received more than 200 local, regional, national, and international awards for their creativity from prestigious competitions such as the AAF ADDY and the International Summit Awards. Advertising professionals, from copywriters to creative directors, have collected several awards such as the Cannes Lions, Clio, Ad Asia Pacific Awards, Media Spikes, One Show, and D&AD Pencils for the memorable and effective campaigns they have created for their agencies using this thought process.

This book is for anyone who wants to enhance their creativity! There is no aspect of life where this crucial skill is not utilized…. Get the book and get cracking!

Autoren/Hrsg.

George, Linda Conway Correll

Yagnik, Arpan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

Preface
Acknowledgements
Taking the Wraps/Raps Off Creative Aerobic
In the Beginning…
David versus Goliath, AKA Small versus the Big Idea
Defining the Creative Process Today
Developing your Creative Magnifying Glass
Training for your Creativity Marathon
Creative Aerobics 1 (CA1): The Facts. Just the Facts
Creative Aerobics 2 (CA2): New Nomenclature—It Is What It Isn’t
Creative Aerobics 3 (CA4): It's the Same. Only Different
Creative Aerobics 4 (CA4): Refining Defining
Verbal Four-/For-/Foreplay
Body English (It’s Not Just About Golf)
How the Student Award Winners Do It
How the Professionals Do It!
Every Body (Copy) Needs a Slogan, Sometime
Mass Media Medley
.Com Creativity
Practical Reflections on the Profession
Index

Über Autor(innen)

George, Linda Conway Correll
Linda Conway Correll George Upon graduation from college, Linda set out for New York City, where she hoped her dream of writing music for Broadway shows would become a reality. Instead, her first musical success was the jingle she wrote to introduce Beech-Nut Fruit Stripe Gum on her day job at Young & Rubicam Advertising. Ten years and several tier 1 New York agencies later, she swapped the excitement of the Big Apple for her weekend home, a farm in rural Massachusetts, where she expanded her writing experience, creating innovative radio commercials (one, a Clio Award winner) for a local FM station. But Linda missed her former professional life. She relocated to Houston, Texas, as a copywriter at a national agency, followed by promotion to Associate Creative Director. After 7 years in the Lone Star state, she returned to her native Rhode Island as a VP/Creative Director. She transitioned into academe, teaching advertising courses at Northeastern University in Boston and developing the forerunners of Creative Aerobics at the Rhode Island School of Design. Professorships followed in southeast Missouri; at the flagship University of Florida; in southern Illinois; and summers in Ahmedabad, at MICA. During this period, Linda and her students won local, regional, national, and international advertising awards. Linda retired from teaching but continues to accept freelance writing assignments, international awards for them, and commissions for her serious and sacred music compositions. But, alas, no Broadway shows. Currently, she lives outside of Nashville, Tennessee with her 17-year-old Turkish Van kitty Sweetie, and her husband.

Yagnik, Arpan
Dr Arpan Yagnik Arpan feels that the notion of life being handed down to us, ironically, is getting narrower and constricted. We define ourselves, others, cultures, and experiences in small boxes that are bleak and despondent. Arpan urges his readers to explore their world and existence with the magnitude and intensity necessary to reach a certain phenomenon, reaction, or result by attaining a philosophy he calls as ‘simple living and high thinking’.

He is a much sought-after speaker who delivers—and also designs—life-changing techniques, challenges the human mind, and accelerates personal and professional growth. His TEDx talk on ‘Creative Aerobics’ in 2016 was well received and his other speaking engagements were at AAUW Equity & Convention Day in Columbus, OH; TEDxSalon event in Ahmedabad, India; and Sant'Anna Institute in Sorrento, Italy.

A native of Ahmedabad, India, Arpan completed his PhD in Media and Communication from Bowling Green State University. He has an unparalleled love for teaching and is Assistant Professor of Advertising at Penn State University in Erie. Along with teaching and research, Arpan has set in motion a plan to establish a Center for Creativity Enhancement to advance the role of creativity in societal development and well-being.