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ERIC ED283156: Idea Generation Techniques for Sparking Creative Advertising Ideas.

In advertising, a creative idea can be defined as being right or on strategy in a unique way. For a copywriter, it is not easy to create an ad that has the "Big Idea" in it. Some helpful techniques that advertising students can use to generate creative ideas are (1) analogy, (2) forced relationships, (3) doing the opposite of what everyone else is doing, and (4) closure. Sense analogy was used in David Ogilvy's famous headline for Rolls Royce: "At 60 miles an hour the only sound you hear is the ticking of the clock." The comparison is with total silence. Forced relationships are similar to analogies but more contrived. An example of this technique is the Voit ad in which sporting goods equipment is shaped in the form of a Christmas tree. Doing the opposite can mean the opposite of what the competition is doing, the opposite of what is normally found in that particular medium, or even the opposite of what the audience is likely to expect. Closure is designed to involve audience members in an ad by having them complete and fill in various words or pictures. In a classic Volkswagen ad, verbal closure is used because a dependent clause, "or buy a Volkswagen," demands partnership with a

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