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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.
List 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
About the author
Multivolume collection by leading authors in the field
Summary
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.
