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Author:   J. George Frederick
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 15.60cm , Height: 2.10cm , Length: 23.40cm
Weight:   0.453kg
ISBN:  

9781138995697

ISBN 10:   113899569
Pages:   396
Publication Date:   11 December 2015
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

"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"

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