Kiss & Sell: Writing for Advertising: (Redesigned & Rekissed)

Front Cover
AVA Publishing, Aug 16, 2006 - Design - 184 pages
0 Reviews

Kiss & Sell: Writing for Advertising discusses different subjects and media, from print and broadcast to interactive media, as well as tactics and strategies employed by copywriters. Commentary, example and advice from leading players in the advertising world offer the aspiring professional important insight and meaningful guidance. Detailed explanations outline the aims of various work and how it was achieved.

As a copywriter, your job is not to amuse or entertain, but rather to sell products. By examining the campaigns here, youll see why writing copy is as much a craft as it is an art, and, along the way, you'll learn how to succeed in this glamorous but cutthroat industry.

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Preface
5
Foreword
6
Introduction
10
How to Get the Most out of this Book
11
Chapter 01 What is Copywriting?
12
Chapter 02 Elements of Copy
28
Chapter 03 Writing Copy
40
Chapter 04 Interactive Channels
160
Chapter 05 Brochures and Other Long Forms
166
Chapter 06 Names and Naming
176
Bibliography
182
Index
183
Back cover
185
Copyright

Other editions - View all

Common terms and phrases

About the author (2006)

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

Bibliographic information