By James Webb Young

A strategy for generating Ideas,]reveals an easy, good idea-generation method that has stood the try of time.

First awarded to scholars in 1939, released in 1965, and now reissued for a brand new iteration of ads execs and others seeking to jump-start their inventive juices, this strong consultant info a five-step method for amassing info, stimulating mind's eye, and recombining previous components into dramatic new ideas.

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To this end, the party maintained that socialist advertising served a primarily educational role. 64 Because the line between consumer advocacy and political propaganda was murky, socialist advertising often aimed less at selling a specific product than at promoting the regime that manufactured it. ”65 Well into the 1960s, the integration of political ideology into the East German sales pitch reflected the regime’s political priorities and simply ignored consumer preferences. East German advertisers frequently made use of rhetorical misdirection to regulate the balance between supply and demand.

Rücker, Wirtschaftswerbung unter den Nationalsozialismus, 359. Schindelbeck, “‘Asbach Uralt’ und ‘Soziale Marktwirtschaft,’” 235–252. Hans Domizlaff, Die Gewinnung des öffentlichen Vertrauens. Ein Lehrbuch der Markentechnik, 2nd ed. (1951). The book was first published in 1939, and the most recent edition is 1982. See Holm Friebe’s contribution in this volume. 24 P. E. Swett, S. J. Wiesen, and J. R. For example, the Matheus Müller German champagne company first published an advertisement of an elegant modern woman raising her glass of MM Sekt in 1941.

Massive wartime damage in Germany meant the absence of a vibrant urban landscape so essential to advertising—from shopping centers, to kiosks in train stations, to the sides of buses and trolleys. Most contemporaries in the West remember the Currency Reform of 1948 as the turning point—the “Zero Hour”—for advertising, ending about five years of a relatively ad-free existence. 36 Despite the break with National So- 10 P. E. Swett, S. J. Wiesen, and J. R. 38 According to Ingrid Schenk, from 1948 to 1951 ads reinforced the return to the peacetime production of goods and the passing of an era of shortages.

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