Kiss & Sell: Writing for Advertising

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AVA, 2005 - Design - 191 pages
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Take a look at some of the most successful ads ever written--as well as some that have failed--to learn the secrets of writing copy for advertising. Commentary and advice from leading players in the advertising world offer the aspiring professional important insight and guidance, and engaging explanations outline the aims of various campaigns and how they were achieved. As a copywriter, your job is not to amuse or entertain, but rather to sell products. By examining print ads, TV and radio spots, billboards, and more, you'll see why writing copy is a craft as well as an art, and how you can succeed in a cutthroat and exciting industry. Take a look at some of the most successful ads ever written--as well as some that have failed--to learn the secrets of writing copy for advertising. Commentary and advice from leading players in the advertising world offer the aspiring professional important insight and guidance, and engaging explanations outline the aims of various campaigns and how they were achieved. As a copywriter, your job is not to amuse or entertain, but rather to sell products. By examining print ads, TV and radio spots, billboards, and more, you'll see why writing copy is a craft as well as an art, and how you can succeed in a cutthroat and exciting industry.

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About the author (2005)

Robert Sawyer worked as a copywriter, copy supervisor and creative director for over 20 years, creating advertising for global companies such as Saatchi & Saatchi. He now consults as a strategist for design firms in New York and is also a published poet and playwright.

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