Masters of Advertising Copy

RLE Marketing

J. George Frederick

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Paperback

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English

Routledge
11 December 2015

Advertising; Advertising industry

Series: Routledge Library Editions: Marketing

This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.

Edited by: J. George Frederick
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm, Spine: 21mm
Weight: 453g
ISBN: 9781138995697
ISBN 10: 113899569X
Series: Routledge Library Editions: Marketing
Pages: 396
Publication Date: 11 December 2015
Audience: College/higher education , Professional and scholarly , A / AS level , Further / Higher Education
Format: Paperback
Publisher's Status: Active

"Introduction 1. Advertising Copy and the Writer 2. The Advertising Writer Who Is Bigger Than His Ad . 3. Human Appeals in Copy 4. The Underlying Principles of Good Copy 5. Emotion and Style in Advertising copy 6. Some Lessons I Have Learned in Advertising 7. Copy – Good, Bad and Indifferent 8. The Research Basis of Copy 9. Axioms of Advertising 10. Copy First 11. Making Advertisemnts Read F12. Copy Dont’s J13. Wanted – By the Dear Public 14. Advertisng Copy and the So-Called ""Average Woman"" 15. Believable Advertsing 16. Looking at Copy and Looking Into It 17. The Human Side of It 18. Copy That Is and Isn’t 19. The Sales Power of Good Copy as Demonstrated in Book Advertising 20. The Copy Writer’s Work Bench 21. The Psychology of the Printed Work A. Holmes 22. Simplicity in Advertising Copy 23. What Makes Good Retail Copy 24. The Art of Visualizing Good Copy 25. Old and New Days in Advertising Copy"

Multivolume collection by leading authors in the field