| Acknowledgments | p. ix |
| Introduction | p. 1 |
| Inventing tools that support advertisers in generating ideas | p. 1 |
| Can creativity be defined and quantified? | p. 2 |
| Creativity: An academic perspective | p. 3 |
| Looking for a method in the creative madness | p. 8 |
| Effectiveness of creative ads | p. 10 |
| A brief outline of the tools | p. 13 |
| Fusion | p. 14 |
| Closed World | p. 15 |
| Unification | p. 18 |
| Where do ideas come from? | p. 18 |
| Prisons that set you free | p. 19 |
| The constraint of the medium | p. 20 |
| Paradox: Mixing constraints with daring | p. 20 |
| Definition of advertising media | p. 22 |
| Using the medium | p. 22 |
| Two approaches to using Unification | p. 28 |
| p. 28 |
| Instructions for use | p. 33 |
| Approach 2: Content creates form: Recruiting a medium in the environment of the message | p. 34 |
| Instructions for use | p. 37 |
| How can we benefit from resources in the environment of the medium? | p. 39 |
| Instructions for use | p. 40 |
| And some for the road | p. 41 |
| Activation | p. 43 |
| Gluttons for attention in a noisy world | p. 43 |
| The message is tuned out before it is spoken | p. 43 |
| Defining the tool | p. 44 |
| Other examples that prove the rule | p. 45 |
| You can't ignore what you create | p. 46 |
| When is Activation useful | p. 47 |
| Activating imaginations | p. 52 |
| Benefits of using Activation: What it provides | p. 54 |
| How to apply Activation | p. 56 |
| Taking advantage of the medium | p. 59 |
| And some for the road | p. 62 |
| Metaphor | p. 63 |
| Splitting metaphoric hairs | p. 63 |
| Getting it in one shot | p. 63 |
| The Metaphor tool | p. 64 |
| Distinguishing art | p. 67 |
| How to effectively create a metaphoric ad | p. 68 |
| An example: Options open to the advertiser | p. 73 |
| Going all the way - fuse all three | p. 74 |
| Brand advertising | p. 77 |
| Brand recognition | p. 79 |
| Instructions for use | p. 80 |
| And some for the road | p. 81 |
| Subtraction | p. 83 |
| Minimalism wins creative results | p. 83 |
| When subtraction is an addition | p. 83 |
| How Subtraction highlights the message | p. 84 |
| Subtraction can be used on any element - and partially | p. 86 |
| Instructions for use | p. 87 |
| Unintuitive thinking | p. 89 |
| And some for the road | p. 96 |
| Extreme Consequence | p. 97 |
| Avoiding cliche - and still highlighting a product's promise | p. 97 |
| Consequence replaces promise | p. 97 |
| Instructions for use | p. 102 |
| Thinking process for presenting a minor trait | p. 105 |
| Provide a new approach to a product | p. 105 |
| Instructions for use of Extreme Consequence, using a minor trait | p. 107 |
| And some for the road | p. 108 |
| Absurd Alternative | p. 109 |
| Focus on the benefit - not the product | p. 109 |
| Generous irony in absurd situations | p. 109 |
| Thinking processes for using the tool | p. 111 |
| Additional uses for this tool | p. 115 |
| Instructions for use | p. 116 |
| When the product should be in the ad | p. 116 |
| And some for the road | p. 119 |
| Inversion | p. 120 |
| In marketing - there's nothing to fear but fear itself | p. 120 |
| The Inversion alternative | p. 121 |
| Absurd situations make it real | p. 122 |
| Using Inversion on our old standbys | p. 123 |
| Thinking process | p. 125 |
| When to use minor trait Inversion | p. 131 |
| Generosity | p. 132 |
| When to use Inversion | p. 133 |
| Instructions for use | p. 133 |
| And some for the road | p. 133 |
| Extreme Effort | p. 137 |
| What to say when you have nothing to say | p. 137 |
| Two types of scenes | p. 137 |
| When to use the tool | p. 140 |
| Instructions for use | p. 142 |
| And some for the road | p. 144 |
| Attribute-Value Mapping | p. 145 |
| The three questions | p. 145 |
| The difference between an attribute and a value | p. 146 |
| Added value of defining the value - the next step of the process: Beginning to seek new messages | p. 147 |
| A few examples: Are these advertisements based on attribute or value? | p. 148 |
| Why don't people do what they know is right? | p. 149 |
| The connection between attribute and value | p. 151 |
| Distinguishing between attribute and value levels | p. 153 |
| What the AV Mapping offers | p. 155 |
| How to build your own Attribute-Value map | p. 156 |
| And some for the road | p. 161 |
| Photograph Credits | p. 162 |
| Index | p. 165 |
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