Copywriting: n. the creative process of writing text for advertisements or publicity material
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lausanne
AVA Academia
2008
|
| Schriftenreihe: | Basics advertising
1 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 175 S. |
| ISBN: | 9782940373680 294037368X |
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Datensatz im Suchindex
| _version_ | 1804137738572660736 |
|---|---|
| adam_text | How to get the most out of this book
Introduction
6
8
1 Writing with purpose 10 2 Understanding your product 26
Where you find copywriters 12 Creativity starts with research 28
Copywriters as communicators 16 Applying your product knowledge 34
Creating an emotional response 20 Picking up on the details 40
3 Knowing your audience 44 4 Mastering the language 60
Staying on target 46 Improving your language skills 62
Can you rely on market research? 52 Technical assistance 66
Adopting the right tone of voice 56 Knowing the rules and when to break them 70
5 Sharpening your style
The art and craft of copywriting
Generating creative ideas
Humour in advertising
82 6 Rules and restrictions
84 Telling the truth
96 Bending the rules
100 Jargon and gibberish
106
108
114
120
7 Creating effective copy
Creativity and originality
Advertising in unusual places
Writing to fit
126 8 Advertising around the world 162
128 Writing for foreign markets 164
144 Speaking an international language 166
154 Lost in translation 170
Conclusion
Bibliography
Glossary
172
173
174
Acknowledgements and credits
176
|
| adam_txt |
How to get the most out of this book
Introduction
6
8
1 Writing with purpose 10 2 Understanding your product 26
Where you find copywriters 12 Creativity starts with research 28
Copywriters as communicators 16 Applying your product knowledge 34
Creating an emotional response 20 Picking up on the details 40
3 Knowing your audience 44 4 Mastering the language 60
Staying on target 46 Improving your language skills 62
Can you rely on market research? 52 Technical assistance 66
Adopting the right tone of voice 56 Knowing the rules and when to break them 70
5 Sharpening your style
The art and craft of copywriting
Generating creative ideas
Humour in advertising
82 6 Rules and restrictions
84 Telling the truth
96 Bending the rules
100 Jargon and gibberish
106
108
114
120
7 Creating effective copy
Creativity and originality
Advertising in unusual places
Writing to fit
126 8 Advertising around the world 162
128 Writing for foreign markets 164
144 Speaking an international language 166
154 Lost in translation 170
Conclusion
Bibliography
Glossary
172
173
174
Acknowledgements and credits
176 |
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| id | DE-604.BV023370980 |
| illustrated | Not Illustrated |
| index_date | 2024-07-02T21:12:35Z |
| indexdate | 2024-07-09T21:17:04Z |
| institution | BVB |
| isbn | 9782940373680 294037368X |
| language | English |
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| physical | 175 S. |
| publishDate | 2008 |
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| publisher | AVA Academia |
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| series | Basics advertising |
| series2 | Basics advertising |
| spelling | Bowdery, Rob Verfasser aut Copywriting n. the creative process of writing text for advertisements or publicity material Rob Bowdery Lausanne AVA Academia 2008 175 S. txt rdacontent n rdamedia nc rdacarrier Basics advertising 1 Advertising copy Basics advertising 1 (DE-604)BV035117639 1 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016554243&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bowdery, Rob Copywriting n. the creative process of writing text for advertisements or publicity material Basics advertising Advertising copy |
| title | Copywriting n. the creative process of writing text for advertisements or publicity material |
| title_auth | Copywriting n. the creative process of writing text for advertisements or publicity material |
| title_exact_search | Copywriting n. the creative process of writing text for advertisements or publicity material |
| title_exact_search_txtP | Copywriting n. the creative process of writing text for advertisements or publicity material |
| title_full | Copywriting n. the creative process of writing text for advertisements or publicity material Rob Bowdery |
| title_fullStr | Copywriting n. the creative process of writing text for advertisements or publicity material Rob Bowdery |
| title_full_unstemmed | Copywriting n. the creative process of writing text for advertisements or publicity material Rob Bowdery |
| title_short | Copywriting |
| title_sort | copywriting n the creative process of writing text for advertisements or publicity material |
| title_sub | n. the creative process of writing text for advertisements or publicity material |
| topic | Advertising copy |
| topic_facet | Advertising copy |
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