Basics Advertising 01: Copywriting
'Basics Advertising - Copywriting', is a teaching resource, exploring the act of copywriting and the role of the copywriter in the advertising process. The 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. The book contains 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. There are practical exercises, as well as tips and guidance on how to generate ideas and think creatively. Topics covered include an introduction to the role of copywriters, understanding the product, knowing your audience, mastering the language, sharpening style, and advertising in different global contexts.
What people are saying - Write a review
We haven't found any reviews in the usual places.
How to get the most out of this book
Writing with purpose
Understanding your product
Knowing your audience
Mastering the language
Sharpening your style
Rules and restrictions
Creating effective copy
Advertising around the world
Acknowledgements and credits
Other editions - View all
account handlers acronym advert advertising copywriters Advertising Standards Authority Agency apostrophe appear Art Director benefit body copy brand campaign clever Client communication concepts copywriters create creative team customers develop different audiences direct marketing effective emphasise English language entertaining example feature forms French g t h going headline HSBC humour ideas Left London Underground long copy look Lowe London Lynne Truss Lynx McCann-Erickson meaning Nick Holmes organisations original persuasive phrase pick Plain English Campaign posters product or service promotional punctuation puns Pyrenees radio Rob Bowdery Ronseal selling sentence serif sexy simply sounds strapline style supposedly target audience techniques tell Tesco there’s tone of voice translation turn typography understand visual Voluntary Service Overseas Volvo we’re What’s Word-check wordplay words writing you’re