December 2012
Beginner
240 pages
4h 21m
English
Content preview from Creativity Now, 2nd Edition
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Keep a swipe file
THE PRINCIPLE
Adapting what works is a worthwhile creative shortcut
People who work in advertising have what they call a ‘swipe’ file. That’s a collection of ads that have been effective and that serve as inspiration.
Your swipe file should contain good ideas and examples from your field of work or interest and from other fields. It’s from the latter that you are likely to get the best ideas that haven’t been used in your field.
Things you might put into your swipe file include:
- clippings of newspaper and magazine articles
- print ads that catch your attention
- notes about radio and television ads that seem particularly effective
- videos that have gone viral on YouTube and other video-sharing sites
- photos you’ve taken of window ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.