Basics Advertising 01: CopywritingThis 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! |
Contents
| 5 | |
| 7 | |
| 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 |
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Common terms and phrases
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 simply sounds strapline style supposedly target audience techniques tell Tesco there’s tone of voice translation turn typography understand visual Volvo we’re What’s Word-check wordplay words writing Yºu you’re