Masters of advertising copy /:
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...
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London ; New York :
Routledge, Taylor & Francis Group,
2015.
|
| Schriftenreihe: | Routledge library editions. Marketing ;
v. 4. |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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. |
| Beschreibung: | 1 online resource |
| ISBN: | 9781315763019 131576301X 9781000084948 1000084949 9781000086737 1000086739 1000082954 9781000082951 |
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| 490 | 1 | |a Routledge library editions: Marketing ; |v volume 4 | |
| 520 | |a 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. | ||
| 545 | 0 | |a Multivolume collection by leading authors in the field | |
| 505 | 0 | |a Cover -- Half Title -- Title Page -- Copyright Page -- Original Title Page -- Original Copyright Page -- Table of Contents -- Preface -- Introduction -- Words are the Working Tools -- Chapter I: Advertising Copy and the Writer -- Chapter II: The Advertising Writer Who is Bigger than His Ad -- Chapter III: Human Appeals in Copy -- Chapter IV: The Underlying Principles of Good Copy -- Chapter V: Emotion and Style in Advertising Copy -- Chapter VI: Some Lessons I Have Learned in Advertising -- Chapter VII: Copy -- Good, Bad and Indifferent -- Chapter VIII: The Research Basis of Copy -- Chapter IX: Axioms of Advertising -- Chapter X: Copy First -- Chapter XI: Making Advertisements Read -- Chapter XII: Copy Don'ts -- Chapter XIII: Wanted -- By the Dear Public -- Chapter XIV: Advertising Copy and the So-Called "Average Woman -- Chapter XV: Bellevable Advertising -- Chapter XVI: Looking at Copy and Looking Into It -- Chapter XVII: The Human Side of It -- Chapter XVIII: Copy That Is and Isn't -- Chapter XIX: The Sales Power of Good Copy as Demonstrated in Book Advertising -- Chapter XX: The Copy Writer's Work Bench -- Chapter XXI: The Psychology of the Printed Work -- Chapter XXII: Simplicity in Advertising Copy -- Chapter XXIII: What Makes Good Retail Copy -- Chapter XXIV: The Art of Visualizing Good Copy -- Chapter XXV: Old and New Days in Advertising Copy. | |
| 650 | 0 | |a Advertising copy. |0 http://id.loc.gov/authorities/subjects/sh85001198 | |
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| 700 | 1 | |a Frederick, J. George |q (Justus George), |d 1882-1964, |e editor. |1 https://id.oclc.org/worldcat/entity/E39PCjHc44vvVBD98PPHbRJtw3 |0 http://id.loc.gov/authorities/names/n85101597 | |
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| contents | Cover -- Half Title -- Title Page -- Copyright Page -- Original Title Page -- Original Copyright Page -- Table of Contents -- Preface -- Introduction -- Words are the Working Tools -- Chapter I: Advertising Copy and the Writer -- Chapter II: The Advertising Writer Who is Bigger than His Ad -- Chapter III: Human Appeals in Copy -- Chapter IV: The Underlying Principles of Good Copy -- Chapter V: Emotion and Style in Advertising Copy -- Chapter VI: Some Lessons I Have Learned in Advertising -- Chapter VII: Copy -- Good, Bad and Indifferent -- Chapter VIII: The Research Basis of Copy -- Chapter IX: Axioms of Advertising -- Chapter X: Copy First -- Chapter XI: Making Advertisements Read -- Chapter XII: Copy Don'ts -- Chapter XIII: Wanted -- By the Dear Public -- Chapter XIV: Advertising Copy and the So-Called "Average Woman -- Chapter XV: Bellevable Advertising -- Chapter XVI: Looking at Copy and Looking Into It -- Chapter XVII: The Human Side of It -- Chapter XVIII: Copy That Is and Isn't -- Chapter XIX: The Sales Power of Good Copy as Demonstrated in Book Advertising -- Chapter XX: The Copy Writer's Work Bench -- Chapter XXI: The Psychology of the Printed Work -- Chapter XXII: Simplicity in Advertising Copy -- Chapter XXIII: What Makes Good Retail Copy -- Chapter XXIV: The Art of Visualizing Good Copy -- Chapter XXV: Old and New Days in Advertising Copy. |
| ctrlnum | (OCoLC)1147883390 |
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| dewey-ones | 659 - Advertising and public relations |
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| dewey-search | 659.132 |
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| discipline | Wirtschaftswissenschaften |
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| spelling | Masters of advertising copy / edited by J. George Frederick. Advertising copy London ; New York : Routledge, Taylor & Francis Group, 2015. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier Routledge library editions: Marketing ; volume 4 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. Multivolume collection by leading authors in the field Cover -- Half Title -- Title Page -- Copyright Page -- Original Title Page -- Original Copyright Page -- Table of Contents -- Preface -- Introduction -- Words are the Working Tools -- Chapter I: Advertising Copy and the Writer -- Chapter II: The Advertising Writer Who is Bigger than His Ad -- Chapter III: Human Appeals in Copy -- Chapter IV: The Underlying Principles of Good Copy -- Chapter V: Emotion and Style in Advertising Copy -- Chapter VI: Some Lessons I Have Learned in Advertising -- Chapter VII: Copy -- Good, Bad and Indifferent -- Chapter VIII: The Research Basis of Copy -- Chapter IX: Axioms of Advertising -- Chapter X: Copy First -- Chapter XI: Making Advertisements Read -- Chapter XII: Copy Don'ts -- Chapter XIII: Wanted -- By the Dear Public -- Chapter XIV: Advertising Copy and the So-Called "Average Woman -- Chapter XV: Bellevable Advertising -- Chapter XVI: Looking at Copy and Looking Into It -- Chapter XVII: The Human Side of It -- Chapter XVIII: Copy That Is and Isn't -- Chapter XIX: The Sales Power of Good Copy as Demonstrated in Book Advertising -- Chapter XX: The Copy Writer's Work Bench -- Chapter XXI: The Psychology of the Printed Work -- Chapter XXII: Simplicity in Advertising Copy -- Chapter XXIII: What Makes Good Retail Copy -- Chapter XXIV: The Art of Visualizing Good Copy -- Chapter XXV: Old and New Days in Advertising Copy. Advertising copy. http://id.loc.gov/authorities/subjects/sh85001198 Publicité Rédaction. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh BUSINESS & ECONOMICS Marketing General. bisacsh Advertising copy fast Frederick, J. George (Justus George), 1882-1964, editor. https://id.oclc.org/worldcat/entity/E39PCjHc44vvVBD98PPHbRJtw3 http://id.loc.gov/authorities/names/n85101597 Print version: 1138791148 9781138791145 (OCoLC)870199414 Routledge library editions. Marketing ; v. 4. http://id.loc.gov/authorities/names/no2018090278 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2564291 Volltext |
| spellingShingle | Masters of advertising copy / Routledge library editions. Marketing ; Cover -- Half Title -- Title Page -- Copyright Page -- Original Title Page -- Original Copyright Page -- Table of Contents -- Preface -- Introduction -- Words are the Working Tools -- Chapter I: Advertising Copy and the Writer -- Chapter II: The Advertising Writer Who is Bigger than His Ad -- Chapter III: Human Appeals in Copy -- Chapter IV: The Underlying Principles of Good Copy -- Chapter V: Emotion and Style in Advertising Copy -- Chapter VI: Some Lessons I Have Learned in Advertising -- Chapter VII: Copy -- Good, Bad and Indifferent -- Chapter VIII: The Research Basis of Copy -- Chapter IX: Axioms of Advertising -- Chapter X: Copy First -- Chapter XI: Making Advertisements Read -- Chapter XII: Copy Don'ts -- Chapter XIII: Wanted -- By the Dear Public -- Chapter XIV: Advertising Copy and the So-Called "Average Woman -- Chapter XV: Bellevable Advertising -- Chapter XVI: Looking at Copy and Looking Into It -- Chapter XVII: The Human Side of It -- Chapter XVIII: Copy That Is and Isn't -- Chapter XIX: The Sales Power of Good Copy as Demonstrated in Book Advertising -- Chapter XX: The Copy Writer's Work Bench -- Chapter XXI: The Psychology of the Printed Work -- Chapter XXII: Simplicity in Advertising Copy -- Chapter XXIII: What Makes Good Retail Copy -- Chapter XXIV: The Art of Visualizing Good Copy -- Chapter XXV: Old and New Days in Advertising Copy. Advertising copy. http://id.loc.gov/authorities/subjects/sh85001198 Publicité Rédaction. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh BUSINESS & ECONOMICS Marketing General. bisacsh Advertising copy fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001198 |
| title | Masters of advertising copy / |
| title_alt | Advertising copy |
| title_auth | Masters of advertising copy / |
| title_exact_search | Masters of advertising copy / |
| title_full | Masters of advertising copy / edited by J. George Frederick. |
| title_fullStr | Masters of advertising copy / edited by J. George Frederick. |
| title_full_unstemmed | Masters of advertising copy / edited by J. George Frederick. |
| title_short | Masters of advertising copy / |
| title_sort | masters of advertising copy |
| topic | Advertising copy. http://id.loc.gov/authorities/subjects/sh85001198 Publicité Rédaction. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh BUSINESS & ECONOMICS Marketing General. bisacsh Advertising copy fast |
| topic_facet | Advertising copy. Publicité Rédaction. BUSINESS & ECONOMICS Advertising & Promotion. BUSINESS & ECONOMICS Marketing General. Advertising copy |
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