A McGraw-Hill Advertising Classic
"What makes a great advertisement?" Nearly four decades ago, an unmatched group of five advertising pioneers first answered that question in The Art of Writing Advertising.
Their entertaining and historically compelling answers will provide advertising professionals with valuable techniques for applying breakthrough creativity and innovation in the workplace.
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Five pioneer advertising writers reveal the secrets to great advertising and great writing
Four decades ago, five of the original giants of advertising copywriting--William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, and Rosser Reeves--discussed their writing techniques with Advertising Age magazine. Fascinating and enlightening, these interviews were so popular with writers everywhere that they were compiled into the book you now hold.
The Art of Writing Advertising allows history's greatest advertising copywriters to freely discuss what they know best--writing and creating. The classic primer for professional copywriters, it has over the years become equally prized as a hands-on idea-starter for writers of every stripe from all walks of life.
"To the reader who has any interest at all in advertising, in advertising writing, or indeed in writing or expression of any kind, the five interviews in this volume are certain to be of absorbing interest. Here are the masters of their craft, talking--not writing--informally, freely, and cogently about their craft, their skills, their ideas, their notions, and their ideals. Let's join the conversation."
--From the Introduction
Denis Higgins was a senior editor with Advertising Age.
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Descripción McGraw-Hill, 2003. Paperback. Estado de conservación: New. 1. Nº de ref. de la librería DADAX0071410937
Descripción McGraw-Hill, 2003. Paperback. Estado de conservación: New. Nº de ref. de la librería P110071410937