Basics Advertising 01: Copywriting - Softcover

Rob Bowdery

Softcover

ISBN 10: 294037368X ISBN 13: 9782940373680

Publisher: AVA Publishing, 2008

Synopsis

This title is the first in the "Basics Advertising" series, which follows on from the successful "The Fundamentals of Creative Advertising"."Basics Advertising: Copywriting" provides a comprehensive teaching tool, exploring the act of copywriting and the intrinsic nature of the role of the copywriter in the overall advertising process. It highlights the importance of being able to think both verbally and visually by conveying the idea that creative ad concepts, with their combination of words and images, often arise as a result of collaborative efforts between both the conceptual copywriter and designers or art director.Subjects covered include: how to generate ideas, improving and mastering your language skills and how to create effective advertising copy. The book also features a chapter on 'Advertising around the World', which highlights the increasing dominance of English as an international language of commerce and marketing.This title is suitable for first and second year undergraduate students of advertising and marketing courses, all students needing to understand the basic concepts of the discipline before moving into more specific areas of advertising, and practising conceptual copywriters.

About this title

Product Description:

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!

Review:

Excellent, comprehensive text. Very revealing and useful creative exercises.
Dynamic Graphics magazine

A practical 'down to earth' text with excellent layout and style.

Very good introduction to copywriting and creative problem solving.

About this edition

• Publisher: AVA Publishing
• Publication date: 2008
• ISBN 10: 294037368X
• ISBN 13: 9782940373680
• Binding: Paperback
• Edition number: 1
• Number of pages: 176