Basics Advertising 01: Copywriting, Bowdery, Robert, Very Good Book

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ISBN
9782940373680
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Informazioni su questo prodotto

Product Identifiers

Publisher
Bloomsbury Publishing
ISBN-10
294037368X
ISBN-13
9782940373680
eBay Product ID (ePID)
4038678347

Product Key Features

Number of Pages
176 Pages
Publication Name
Basics Advertising 01: Copywriting
Language
English
Publication Year
2008
Subject
Advertising & Promotion
Type
Textbook
Subject Area
Business & Economics
Author
Robert Bowdery
Series
Basics Advertising Ser.
Format
Trade Paperback

Dimensions

Item Height
0.4 in
Item Weight
10.4 Oz
Item Length
9.6 in
Item Width
6.7 in

Additional Product Features

Intended Audience
College Audience
Series Volume Number
1
Illustrated
Yes
Table Of Content
How to get the most out of this book. Introduction. Writing with purpose: Where you find copywriters; Copywriters as communicators; Creating an emotional response. Understanding your product: Creativity starts with research; Applying your product knowledge; Picking up on the details. Knowing your audience: Staying on target; Can you reply on market research?; Adopting the right tone of voice. Mastering the language: Improving your language skills; Technical assistance; Knowing the rules and when to break them. Sharpening your style: The art and craft of copywriting; Generating creative ideas; Humour in advertising. Rules and restrictions: Telling the truth; Bending the rules; Jargon and gibberish. Creating effective copy: Creativity and originality; Advertising in unusual places; Writing to fit. Advertising around the world: Writing for foreign markets; Speaking with an international language; Lost in translation. Conclusion. Bibliography. Glossary. Acknowledgements and credits.
Synopsis
This book highlights the importance of thinking both verbally and visually, taking into account the key relationship between the words and images that occur within creative ad concepts. It contains numerous visual examples demonstrating the variety of work with which copywriters are involved, supported by in-depth discussion and analysis to help the reader understand why certain adverts work well. Packed with practical exercises, as well as tips and guidance on how to generate ideas and think creatively, this book will help you to communicate effectively with your target audience - or indeed anyone, This title is the first in the Basics Advertising series, which follows on from the successful The Fundamentals of Creative Advertising . It highlights the importance of being able to think both verbally and visually by conveying the idea that creative ad concepts, with their combination of words and images, often arise as a result of collaborative efforts between both the conceptual copywriter and designers or art director. Subjects covered include: how to generate ideas, improving and mastering your language skills and how to create effective advertising copy. The book also features a chapter on 'Advertising around the World', which highlights the increasing dominance of English as an international language of commerce and marketing. This title is suitable for first and second year undergraduate students of advertising and marketing courses, all students needing to understand the basic concepts of the discipline before moving into more specific areas of advertising, and practising conceptual copywriters., Learn the art of conceptual copywriting from a master * Concentrates on the copywriter-client relationship * Includes exercises and case studies of some of the best ad campaigns from around the world "Basics Advertising: Copywriting" explores the act of copywriting and the role of the copywriter in the advertising process. Focusing on the need to think both verbally and visually, author Rob Bowdery reveals the secrets of conceptual copywriting and explains how images are conveyed most effectively with a combination of words and images. Topics include how to generate ideas, improve language skills, and create compelling copy. A gallery of advertisements from around the world offers a round-up of the best and brightest, highlighting the increasing dominance of English as the international language of commerce and marketing. How zen is this? Copy to sell copywriting!, This book highlights the importance of thinking both verbally and visually, taking into account the key relationship between the words and images that occur within creative ad concepts. It contains numerous visual examples demonstrating the variety of work with which copywriters are involved, supported by in-depth discussion and analysis to help the reader understand why certain adverts work well. Packed with practical exercises, as well as tips and guidance on how to generate ideas and think creatively, this book will help you to communicate effectively with your target audience - or indeed anyone!
LC Classification Number
HF5825

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