Advertising Concept and Copy
Edition: 2nd 2005
List price: $60.00
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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 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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $60.00
Copyright year: 2005
Publisher: W. W. Norton & Company, Incorporated
Publication date: 4/17/2006
Size: 8.50" wide x 11.00" long x 1.00" tall
George Felton teaches writing and copywriting at Columbus College of Art & Design in Ohio.
|Creating an Advertising Strategy|
|Research Your Product|
|Understand Consumer Behavior|
|Analyze the Marketplace|
|Write the Strategy Statement|
|Kinds of Strategies|
|Headlines & Visuals: Thinking in Words and Pictures|
|Body Copy I: Voice|
|Body Copy II: Writing Well|
|Other Advertising Genres|
|How to be Creative|
|The Power of Fact|
|Testimonials: The Power of Personality|
|Fused Metaphors: The Metamorphoses|
|Verbal Metaphor—Or Give It Another Name|