Basics Advertising 01: Copywriting

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AVA Publishing, Jul 16, 2008 - Business & Economics - 175 pages
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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!

 

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Contents

How to get the most out of this book
5
Introduction
7
Writing with purpose
10
Understanding your product
26
Knowing your audience
44
Mastering the language
60
Sharpening your style
82
Rules and restrictions
106
Creating effective copy
126
Advertising around the world
162
Conclusion
171
Bibliography
172
Glossary
173
Acknowledgements and credits
175
Back Cover
176
Copyright

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About the author (2008)

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire.

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