A Technique for Producing Ideas
Article Sidebar
Main Article Content
Abstract
As a key stakeholder who is recognised as adesigner of high aesthetic building space as well asa leader and coordinator in conventional architecturalproject developments, an architect has to bewell-prepared for such a challenging task. Skills andknowledge, therefore, have to be constantly renewedand created in the fragmented industry structure. Onesystematic solution can be learned from the highlycreative advertising industry where the right idea iscrucial for the success of a task.
This little classic book written by the legendaryJames Webb Young (1886-1973) in 1965 can be agood start to systematically create new ideas.Contents of the book were written from Young’sextensive experience in U.S. advertising from the timehe started working at J. Walter Thompson advertisingagency as a copy writer in 1912 to the top of hiscareer as a vice president in 1928. They werepresented to graduate students at the University ofChicago’s Business School where he was a professorfrom 1931 to 1939 and with a number of gatheringswith active advertising people to inspire people toconceive.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All material is licensed under the terms of the Creative Commons Attribution 4.0 International (CC-BY-NC-ND 4.0) License, unless otherwise stated. As such, authors are free to share, copy, and redistribute the material in any medium or format. The authors must give appropriate credit, provide a link to the license, and indicate if changes were made. The authors may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. The authors may not use the material for commercial purposes. If the authors remix, transform, or build upon the material, they may not distribute the modified material, unless permission is obtained from JARS. Final, accepted versions of the paper may be posted on third party repositories, provided appropriate acknowledgement to the original source is clearly noted.