Advertising Concept and Copy

ISBN-10: 0393731596
ISBN-13: 9780393731590
Edition: 2nd 2005
Authors: George Felton
List price: $60.00 Buy it from $3.00
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Description: How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways. Ideas are what make advertising great, but they're elusive, which is why great ads are so rare. Advertising: Concept and Copy covers the conceptual  More...

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Book details

List price: $60.00
Edition: 2nd
Copyright year: 2005
Publisher: W. W. Norton & Company, Incorporated
Publication date: 4/17/2006
Binding: Paperback
Pages: 352
Size: 8.50" wide x 11.00" long x 1.00" tall
Weight: 2.310
Language: English

How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways. Ideas are what make advertising great, but they're elusive, which is why great ads are so rare. Advertising: Concept and Copy covers the conceptual process, from developing smart strategy to executing it with strong, distinctive copy. Over two hundred ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising. 250 illustrations.

George Felton teaches writing and copywriting at Columbus College of Art & Design in Ohio.

Strategies
Creating an Advertising Strategy
Research Your Product
Understand Consumer Behavior
Analyze the Marketplace
Write the Strategy Statement
Kinds of Strategies
Executions
Headlines & Visuals: Thinking in Words and Pictures
Body Copy I: Voice
Body Copy II: Writing Well
Graphic Design
TV
Radio
Other Advertising Genres
The Toolbox
How to be Creative
The Power of Fact
Testimonials: The Power of Personality
"Two-Fers"
Reversal
Metaphor Making
Fused Metaphors: The Metamorphoses
Verbal Metaphor—Or Give It Another Name
Index

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