D&AD and Taschen revisit a classic of advertising writing
In 1995, D&AD published a book devoted to the art of advertising writing, a field recognized as one of the most demanding in communication. A true bestseller at the time, this book quickly became an essential reference for creative directors and advertising professionals. Today, Taschen and D&AD join forces to offer an updated and expanded edition, intended for all those who wish to master the art of copywriting.
Principles and techniques revealed by 53 renowned experts
Advertising writing is often entrusted to the brightest minds in the industry, from agency directors to influential marketing figures. This book sheds light on the fundamentals of the discipline through a selection of papers and essays written by 53 leading experts. They include copywriting legends such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes and Barbara Nokes. Through their analysis and advice, this book offers valuable insight into the techniques for capturing attention, engaging an audience and persuading effectively.
Advice applicable to advertising, marketing and communication
The lessons contained in these pages are not limited to traditional advertising. Whether you are writing an inspiring speech, a powerful web banner, or a persuasive letter, the copywriting principles outlined here will help you structure clearer and more convincing arguments. More than a manual for advertising and marketing professionals, this book is for anyone looking to influence and captivate an audience, whether through a website, a professional document, or an oral presentation.
Analysis of legendary campaigns and proven persuasion strategies
With this new edition, D&AD and Taschen offer a truly practical and inspiring guide to the art of words and their impact. Drawing on legendary campaigns and proven strategies, this book is essential reading for anyone who wants to hone their style and perfect their art of persuasion.
- languages: English, French and German
- 544 pages
| Description | Imperial | Metric |
|---|---|---|
| Width | 5.5" | 14 cm |
| Height | 7.7" | 19.5 cm |
| Weight | 1.9 lbs | 0.9 kg |
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