THAT IPBA'6 8EEN AROUNP FOR THIRTY yBA9.SH HOW COULO YOLS COME UP WITH
SOMETHINO SO LAMÄ...
Letâs say the theme is âshit.â A beginner might come up with something obnoxious, like a gatefold image of a huge pile of shit with a comment in the margins like, âWhat a big surprise." Now how is the reader supposed to respond to this? Itâs like a nutty sushi chef throwing up a slab of tuna ten feet long for his customers to eat. He might be offering âthe materiaĹ,â but itâs not a good âidea.â
So how do you turn your materiaI into a wonderful idea? There are five methods:
(1) Reversal: Contradict the normal thought process (2) Expansion Exaggerate a certain aspect of the theme (3) Twist: Take a different point of viewâyou might find something that wasnât there before (4) Association: Play off a resemblance, like between clay and crap (5) Jiuctaposition: Look for strange combinations, like for instance: toilets and tea ceremonies.