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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!…mehr
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!
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Autorenporträt
Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire.
Inhaltsangabe
How to get the most out of this book. Introduction. Writing with purpose: Where you find copywriters Copywriters as communicators Creating an emotional response. Understanding your product: Creativity starts with research Applying your product knowledge Picking up on the details. Knowing your audience: Staying on target Can you reply on market research? Adopting the right tone of voice. Mastering the language: Improving your language skills Technical assistance Knowing the rules and when to break them. Sharpening your style: The art and craft of copywriting Generating creative ideas Humour in advertising. Rules and restrictions: Telling the truth Bending the rules Jargon and gibberish. Creating effective copy: Creativity and originality Advertising in unusual places Writing to fit. Advertising around the world: Writing for foreign markets Speaking with an international language Lost in translation. Conclusion. Bibliography. Glossary. Acknowledgements and credits.
How to get the most out of this book. Introduction. Writing with purpose: Where you find copywriters Copywriters as communicators Creating an emotional response. Understanding your product: Creativity starts with research Applying your product knowledge Picking up on the details. Knowing your audience: Staying on target Can you reply on market research? Adopting the right tone of voice. Mastering the language: Improving your language skills Technical assistance Knowing the rules and when to break them. Sharpening your style: The art and craft of copywriting Generating creative ideas Humour in advertising. Rules and restrictions: Telling the truth Bending the rules Jargon and gibberish. Creating effective copy: Creativity and originality Advertising in unusual places Writing to fit. Advertising around the world: Writing for foreign markets Speaking with an international language Lost in translation. Conclusion. Bibliography. Glossary. Acknowledgements and credits.
Rezensionen
'Excellent, comprehensive text. Very revealing with useful creative exercises.' Tim Bones, West Kent College, UK. 'A practical "down to earth" text with excellent layout and style.' J. Wdowczyk, University of Huddersfield, UK. 'Very good introduction to copywriting and creative problem solving.' Andy Cade, Kingston University, UK. 'This is a great introductory book to advertising and student feedback has been well received. The book is easy to follow and clear in its approach.' Neil Bestford, Newcastle College, UK.
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