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Copywriting: The Creative Process of Writing Text for Advertisements or Publicity Material

Overview

Learn the art of conceptual copywriting from a master

* Concentrates on the copywriter-client relationship

* Includes exercises and case studies of some of the best ad campaigns from around the world

Basics Advertising: Copywriting explores the act of copywriting and the role of the copywriter in the advertising process. Focusing on the need to think both verbally and visually, author Rob Bowdery reveals the secrets of conceptual copywriting and explains how images are conveyed ...

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Overview

Learn the art of conceptual copywriting from a master

* Concentrates on the copywriter-client relationship

* Includes exercises and case studies of some of the best ad campaigns from around the world

Basics Advertising: Copywriting explores the act of copywriting and the role of the copywriter in the advertising process. Focusing on the need to think both verbally and visually, author Rob Bowdery reveals the secrets of conceptual copywriting and explains how images are conveyed most effectively with a combination of words and images. Topics include how to generate ideas, improve language skills, and create compelling copy. A gallery of advertisements from around the world offers a round-up of the best and brightest, highlighting the increasing dominance of English as the international language of commerce and marketing. How zen is this? Copy to sell copywriting!

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Product Details

  • ISBN-13: 9782940373680
  • Publisher: Bloomsbury Academic
  • Publication date: 6/10/2008
  • Series: Basics Advertising Series
  • Edition number: 1
  • Pages: 176
  • Sales rank: 1,161,815
  • Product dimensions: 6.30 (w) x 9.00 (h) x 0.70 (d)

Meet the Author

Rob Bowdery runs his own conceptual copywriting firm, Write Angle Creative Communication. His clients have included Cadbury Schweppes, Hilton Hotels, Microsoft, and many others. He lives in the UK.

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Table of Contents

Introduction 8

1 Writing with purpose 10

2 Understanding your product 26

3 Knowing your audience 44

4 Mastering the language 60

5 Sharpening your style 82

6 Rules and restrictions 106

7 Creating effective copy 126

8 Advertising around the world 162

Conclusion 172

Bibliography 173

Glossary 174

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