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Creative Aerobics
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Creative Aerobics
Fueling Imagination in the 21st Century



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!

 
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

“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

Preview this book

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ISBN: 9789386446824
₹395.00

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