Advertising: Concept and Copy / Edition 3

by George Felton

Overview

How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways.

Ideas are what make advertising great, but they're elusive, which is why great ads are so rare. Advertising: Concept and Copy covers the conceptual process, from developing smart strategy to executing it with strong, distinctive copy. Over two hundred ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising.

Product Details

ISBN-13:	2900393733869
Publication date:	08/05/2013
Pages:	320
Product dimensions:	6.00(w) x 1.25(h) x 9.00(d)

About the Author

George Felton is a writer and professor emeritus of English at Columbus College of Art & Design in Ohio, where he has taught composition and copywriting. His essays have appeared in The New York Times, Advertising Age, Brandweek, HOW, The Chronicle of Higher Education, Academe, The Los Angeles Times, The Wall Street Journal, and Newsweek. They have been reprinted in many textbooks and anthologies, including Fields of Reading, Ken Macrorie’s Telling Writing, Minutes of The Lead Pencil Club, Media Journal, Quick Takes, Reading and Writing Short Arguments, Patterns for a Purpose, and Maxine Paetro’s How to Put Your Book Together to Get a Job in Advertising. Mr. Felton was a copywriter for projects selected by Communication Arts, HOW, and Print magazines and by the American Center for Design for The 100 Show. He has been a panelist at The One Club, a contributor to the Bread Loaf Writers’ Conference, and a speaker at Harvard’s Graduate School of Design. He received an Individual Artist Fellowship from the Greater Columbus Arts Council (GCAC) and a Columbus Literary Award from GCAC and Thurber House. Mr. Felton was educated at Duke University, DePauw University, and The Ohio State University.

Editorial Reviews

"Full of incredibly useful stuff that will make anyone thinking about getting into advertising up to speed on the most important part: the Idea."

Steve Stone

"The updated third edition . . . continues to provide new generations with a powerful, in-depth approach to creative advertising routines . . . . [A] recommended pick for any business library."

Midwest Book Review

"Finally a book that strips away some of the smoke and mirrors of the creative process and gives students a groundwork for concepting an advertisement. I would recommend it to anyone considering this profession."

Christopher Cole

"Comprehensive.... A thorough and informative study."

Adbrands.net

"This book should be handed out to every freshman in college instead of taking that freshman comp class. It’s a beautifully written and illustrated exposition of everything you need to know about writing lucid, funny, eye-grabbing, thought-provoking copy, whether for the Web, journalism, or longer forms—like books. Read this instead of Strunk and White; it’s much more useful and to the point."

Nick Morgan

"Felton has not just written a course on copywriting techniques, but rather a travelogue through the land of thinking. . . . Even the most long-suffering, jaded, cynical agency ad person will benefit from having this book in the desk drawer and secretly dipping into the ‘Toolbox.’"

Byron Ferris

"The crisp writing style and attractive layout and photography make this book as appealing as the ads it describes...Highly recommended."

Choice

"The best advertising book I have ever read. Most books overextend with power phrases and industry lingo. Advertising: Concept and Copy, on the other hand, speaks superbly to anybody. I think it’s the clearest and most concise text yet produced for the advertising professional, covering all the most relevant topics without being boring or technical. It’s practical, intelligent, relevant—and my secret weapon."

Simon Morris