General Description
An 8-chapter book. Contains a fair number of graphic examples. Easy and quick to read.
Brief Overview
Chapter 1. A Technique Borrowed from Physics
The author shows that many strong ideas are built on the same principles as the laws of physics: contrast, tension, collision of forces. An idea is born where there is conflict and energy, not harmony and peace.
Chapter 2. Divide and Conquer
Complex tasks cannot be solved whole — they need to be broken down into elements. When a problem is broken into parts, it becomes much easier to find a non-standard solution for each of them.
Chapter 3. Chase Defeats
Mistakes and failed ideas are a necessary part of the creative process. The more failures you allow, the higher the chance of finding a truly strong solution.
Chapter 4. Let the Storm Rage Stronger!
The more radical the idea, the stronger the audience's reaction. The author urges not to be afraid of bold moves and emotional tension, because indifference is the worst outcome for advertising.
Chapter 5. The Queen of the Advertising Kingdom
The main object of advertising is not the product, but the person. An idea must stem from the psychology, desires, and fears of the audience, not from the product's features.
Chapter 6. Intentional Symmetry Breaking
Too correct and balanced solutions are not memorable. A slight "break" in form, meaning, or logic makes an idea alive and noticeable.
Chapter 7. The Hidden Reserves of an Advertiser
Most ideas are already at hand but go unnoticed. The author teaches how to seek inspiration in the banal, everyday, and obvious.
Chapter 8. The Art Director's Favorite Tool
A visual image is often stronger than text and arguments. One precise picture can convey an idea faster and more powerfully than a long explanation.
Opinion
A book about how to come up with original advertising and what approaches are used in the advertising industry. Intentional symmetry breaking, the 'divide and conquer' principle, and other advertising techniques. Interesting examples of successful ads from both domestic and foreign production are provided.
