Rob Bowdery

Basics Advertising 01: Copywriting

• Broschiertes Buch

Produktbeschreibung

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!

Produktdetails

• Verlag: Bloomsbury Academic
• Seitenzahl: 176
• Erscheinungstermin: 1. Juni 2008
• Englisch
• Abmessung: 229mm x 161mm x 15mm
• Gewicht: 522g
• ISBN-13: 9782940373680
• ISBN-10: 294037368X
• Artikelnr.: 23339373

Autorenporträt

Rob Bowdery

Inhaltsangabe

How to get the most out of this book. Introduction. Writing with purpose: Where you find copywriters
Copywriters as communicators
Creating an emotional response. Understanding your product: Creativity starts with research
Applying your product knowledge
Picking up on the details. Knowing your audience: Staying on target
Can you reply on market research?
Adopting the right tone of voice. Mastering the language: Improving your language skills
Technical assistance
Knowing the rules and when to break them. Sharpening your style: The art and craft of copywriting
Generating creative ideas
Humour in advertising. Rules and restrictions: Telling the truth
Bending the rules
Jargon and gibberish. Creating effective copy: Creativity and originality
Advertising in unusual places
Writing to fit. Advertising around the world: Writing for foreign markets
Speaking with an international language
Lost in translation. Conclusion. Bibliography. Glossary. Acknowledgements and credits.

Rezensionen

'Excellent, comprehensive text. Very revealing with useful creative exercises.' Tim Bones, West Kent College, UK. 'A practical "down to earth" text with excellent layout and style.' J. Wdowczyk, University of Huddersfield, UK. 'Very good introduction to copywriting and creative problem solving.' Andy Cade, Kingston University, UK. 'This is a great introductory book to advertising and student feedback has been well received. The book is easy to follow and clear in its approach.' Neil Bestford, Newcastle College, UK.