로그인정보 입력 영역

아이디

비밀번호

• 홈
• 전자책

책소개

기획이라는 말이 많이 들린다. 창의라는 말도 마찬가지다. 특히 최근에 4차 산업혁명이 화두가 되면서 기획(planning)과 창의(creative)라는 단어는 주변에서 더욱 많이 듣는다. 그만큼 기획과 창의가 중요하다는 뜻이겠다. 

이 책은 ‘기획’과 ‘창의’라기보다 ‘기획창의’에 관한 책이다. 기획창의(planning creative)는 이 책에서 처음 제안하는 단어이자 개념이다. 기획창의를 잘 하면 색달리 끌리게 된다. 마케팅, 광고홍보 등 직업에서만의 기획창의만이 아니라 일상에서의 기획창의에 관한 책이다. 그래서 책 제목이 『일상 속 기획창의학』이다. 이 책은 기획창의를 어떻게 할 것인지에 이론적으로 설명하기보다 1년 365일 매일의 일상에서 생생히 이야기 하면서 체험적으로 증명한다. 특히 처세적 목적의 기획창의가 아니라 생태적 관점의 기획창의를 생생하게 보여준다. 저자는  시민들이 생태적 삶의 기획창의를 실천하기를 바라는 마음에서 이 책을 썼다. 이게 이 책의 존재 의미이자 이유이고 가치이다.

저자소개

저자 : 박기철
저자 박기철은 광고홍보학을 전공하고, 광고회사를 다녔으며, 현재 경성대학교 광고홍보학과 교수로 광고홍보를 연구·교육하고 있다. 광고홍보를 천직(天職)으로 여기며 살다가 광고홍보학은 결국 기획창의학이라는 넓고 깊은 깨달음을 얻었다. 그러한 깨달음이 동기가 되어 이 책을 쓰게 되었다. 연구 분야는 PR철학 기반의 브랜드 경영이며, 광고홍보를 전략적으로 잘 하기보다 광고홍보가 순리적으로 잘 되는 가치관계학을 중시하는 교육철학을 갖고 있다. 

지은 책으로는 『세상에서 가장 쉬운 광고책』『박교수의 마케팅 특강』『패러다임 사고학』『논술을 넘는 감술』 『박기철 교수의 안식년 365일』『울 엄마 이야기』 등 17권.  2012년부터 국제신문에 매주 「박기철의 낱말로 푸는 인문생태학」을 10년째 연재 중이며, 2016년부터 시빅뉴스에 매월 「박기철 칼럼: 美 女 文」을 연재하고 있다. 이번 책도 웹진 인저리타임에 「박기철 교수의 일상 속 기획창의학」이란 타이틀로 2020년 1월 1일부터  12월 31일까지 하루도 빠짐없이 365일 동안 연재한 글을 묶은 것이다.

기타 치며 노래 부르는 솜씨가 전문 예능인을 방불케 하는 저자는 일상 속에서 특별한 이야기를 끄집어내 이를 이리저리 잇고 엮어 새로운 사고의 체계를 만드는 데 특별한 재능을 가진, 천생 광고홍보맨이자 기획창의학자이다.

목차

차례
머리말 ····················································································· 1
추천사 ····················································································· 2
차례 ························································································· 3
하나에서 열둘까지 ····························································· 21
하나 ··································································22
하나 - 1. 신년인사에도 적용되는 기획창의 ··············· 23
하나 - 2. 허접한 붓글씨에도 적용되는 기획창의 ····· 24
하나 - 3. 기획창의학 근간인 패러다임 사고학 ········· 25
하나 - 4. 먼저 기획창의 해야 할 마음다짐 ··············· 26
하나 - 5. 사소한 것에서 시작하는 기획창의 ············· 27
하나 - 6. 현대미술에 비해 약한 장난 작품 ··············· 28
하나 - 7. 단점보다 미덕이 더 많은 빡빡머리 ··········· 29
하나 - 8. 잘썼다 못썼다 평가하기 힘든 이유 ··········· 30
하나 - 9. 소락체의 기반이 되는 갑골문자 ················· 31
하나 - 10. 미메시스해야 하는 에이도스 ····················· 32
하나 - 11. 계획과 다른 기획 ········································· 33
하나 - 12. 창조와 다른 창의 ········································· 34
하나 - 13. 기획창의가 적용되어야 할 좌석 ··············· 35
하나 - 14. 기획창의로 만들어졌을 머리핀 ················· 36
하나 - 15. 기획창의로 이루어졌을 국립묘지 ············· 37
하나 - 16. 머리는 있어도 기획창의력이 없을 닭 ····· 38
하나 - 17. 특히 예술에서 필수적인 기획창의력 ······· 39
하나 - 18. 남다른 생각 없이 찍은 근사한 사진 ········· 40
하나 - 19. 거대한 사업가였던 창업자의 죽음 ··········· 41
하나 - 20. 평범해도 특별한 맛이 있는 백반집 ········· 42
하나 - 21. 재미나게 수정한 잘못 쓴 글자 ················· 43
하나 - 22. 검색되기에 생겨나는 존재감 ····················· 44
하나 - 23. 부족했던 기획창의의 결과물 ····················· 45
하나 - 24. 광고홍보학은 기획창의학이다 ··················· 46
하나 - 25. 화나는 순간에도 적용될 기획창의 ··········· 47
하나 - 26. 기획창의학은 줄여서 궁이학이다 ············· 48
하나 - 27. 기획창의를 위한 하체 밑바탕 생각 ········· 49
하나 - 28. 기획창의가 중요하지 않은 상황 ··············· 50
하나 - 29. 나를 반겨주는 듯한 마을 주민 ················· 51
하나 - 30. 전환적 기획창의가 절실한 국가 ··············· 52
하나 - 31. 돈으로만 안 되는 독창적 여행 ················· 53
둘 ······································································54
둘 - 1. 절대권력자들이 하는 기획창의 ······················· 55
둘 - 2. 탁월한 기획창의력으로 만든 작품 ················· 56
둘 - 3. 기획창의력으로 이룬 도시 슬로건 ················· 57