Masters of advertising copy / edited by J. George Frederick.

Format:

Book

Contributor:

Frederick, J. George (Justus George), 1882- editor.

Series:

Routledge library editions ; Volume 4.

Routledge library editions ; Volume 4

Language:

English

Subjects (All):

Advertising.

Physical Description:

1 online resource (399 pages).

Edition:

1st ed.

Place of Publication:

London ; New York : Routledge, Taylor & Francis Group, 2015.

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.

Contents:

Cover

Half Title

Title Page

Copyright Page

Original Title Page

Original Copyright Page

Table of Contents

Preface

Introduction

Words are the Working Tools

Chapter I: Advertising Copy and the Writer

Chapter II: The Advertising Writer Who is Bigger than His Ad

Chapter III: Human Appeals in Copy

Chapter IV: The Underlying Principles of Good Copy

Chapter V: Emotion and Style in Advertising Copy

Chapter VI: Some Lessons I Have Learned in Advertising

Chapter VII: Copy - Good, Bad and Indifferent

Chapter VIII: The Research Basis of Copy

Chapter IX: Axioms of Advertising

Chapter X: Copy First

Chapter XI: Making Advertisements Read

Chapter XII: Copy Don'ts

Chapter XIII: Wanted - By the Dear Public

Chapter XIV: Advertising Copy and the So-Called "Average Woman

Chapter XV: Bellevable Advertising

Chapter XVI: Looking at Copy and Looking Into It

Chapter XVII: The Human Side of It

Chapter XVIII: Copy That Is and Isn't

Chapter XIX: The Sales Power of Good Copy as Demonstrated in Book Advertising

Chapter XX: The Copy Writer's Work Bench

Chapter XXI: The Psychology of the Printed Work

Chapter XXII: Simplicity in Advertising Copy

Chapter XXIII: What Makes Good Retail Copy

Chapter XXIV: The Art of Visualizing Good Copy

Chapter XXV: Old and New Days in Advertising Copy.

Notes:

Description based on print version record.

ISBN:

1-000-08295-4

1-315-76301-X

1-000-08673-9

9781315763019

OCLC:

1147883390