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\n\tהתובנות המיוחדות של ג'יימס ווב יאנג, יעזרו לכם להסיר את המסתורין מהתהליך היצירתי, להביט פנימה, ולמצוא את הרעיון הגדול החמקמק ההוא.

\n\t"הספרון הזה עולה בערכו על הרבה ספרים מלומדים בתחום הפרסום. הוא לא מדבר על הבשר והעצמות של יצירת תקשורת אלא על הנשמה שלה. [...] יאנג כותב על הניצוץ היצירתי והרעיונות שמפיחים חיים ונשמה בפרסומת. אין דבר חשוב מזה בעבודתנו המקצועית."

\n\tויליאם ברנבך, מנכ"ל ויו"ר לשעבר

\n\tחברת הפרסום הבינלאומית דוֹיל, דֶיין, בֶּרנבָּך (DDB) בע"מ

\n\t(מתוך ההקדמה)

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