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Creative Aerobics

Creative Aerobics
Fueling Imagination in the 21st Century

First Edition

September 2017 | 180 pages | SAGE Response

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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!

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

“We often treat critical thinking and creativity as two separate disciplines. The research behind Creative Aerobics shows they are two sides of the same coin.”

Eric J. Barron,
President, Pennsylvania State University, USA

“We often treat critical thinking and creativity as two separate disciplines. The research behind Creative Aerobics shows they are two sides of the same coin.”

Eric J. Barron,
President, Pennsylvania State University, USA

“Creative Aerobics is one of the key self-development and progress mantras.”

Madhukar Kamath,
Group CEO and MD, DDB Mudra Group, India

“Harnessing this combination of science and art is extremely powerful and it can be further developed through creative aerobic exercises."

Matt MacBeth,
CEO and Co-Founder, Pi Lab; Creator of Edwin the Duck

Linda Conway Correll George

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... More About Author

Arpan Yagnik

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 ... More About Author

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ISBN: 9789386446824

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