This text aims to show how to write advertising copy in all media: print, TV commercials, radio spots, and billboards; the areas where advertising agency copywriters spend their time. The book also covers how to write ads for the Internet, as well as how to write copy for direct-mail pieces. It analyzes some of the world's best-known advertisements.
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" this book makes a great read...I feel like a better ad designer now ...!" (TamsPalm blog, September 2006)
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Lee Clow, Chairman, TBWA Chait/Day, Chief Creative Officer, Worldwide
Luke Sullivan writes just about as relevant an advertising read as you can get. It's a perfect lesson in advertising for newcomers - and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession.
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Einleitungssatz
I GREW UP POINTING A FINGER-GUN at Mr. Whipple. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
I GREW UP POINTING A FINGER-GUN at Mr. Whipple. Lesen Sie die erste Seite
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1 von 1 Kunden fanden die folgende Rezension hilfreich
Von Ein Kunde
Format:Taschenbuch
I can't believe the hacks who were somehow offended by this book. Mr. Sullivan has attained a level of skill at his craft that most of us only dream of. This book is informative, entertaining, and should be on the shelf of everyone in advertising - creatives, account guys, and (please God) CLIENTS. They could certainly learn something here.
As for the comment from "lone dissenter" about wasting our talents because we're not writing novels or plays-we are, buddy. But advertising pays the bills until you make it in that world. And as long as you're working in advertising, you're cheating your employer, your client and yourself if you don't strive to be the best you can. Bad advertising sells. Good advertising sells better. It's the guys in suits who jerk great campaigns off the air when results can't be measured in 6 months that make this business difficult. (Not to mention the guys who won't approve a smart campaign in the 1st place.)
Bottom line? If you're in advertising, or want to be, read this book. And save all this philosophy crap for a newsgroup.
Von "chalmdienst"
Format:Taschenbuch
Since nobody seems to be interested in re-publishing "Bill Bernbachs Book", this is simply the best book on advertising ever written. Period. A must-have, must-read, for anyone interested in the darker side of advertising.
Von Aisling
Format:Taschenbuch
I read this book a couple of years ago when I started out as a writer. Because I didn't know the first thing about copywriting at the time (other than what I learned in school) this book was a HUGE help. Especially the section where Luke discusses his award-winning concept for whiskey. That's the best advice I've taken with me: divide your ideas by thinking of every possible use for the product you're selling. You'll end up with a meaningful concept and a great headline. Maybe even an award or two.
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4.7 von 5 Sternen
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Die neuesten Kundenrezensionen
5.0 von 5 Sternen
Who's your Whipple?
Mr Whipple and his odd toilet paper fetish never ran down here in New Zealand, but his cousins, brothers, sisters and countless dopelgangers certainly did and do. Lesen Sie weiter...
Veröffentlicht am 25. März 2000 von Vaughn Davis
5.0 von 5 Sternen
Essential tool for anyone interested in the profession
...And it's also just fun to read. If you love great ads, and want to know more about where they come from and how they're thought up, this is a great book. Lesen Sie weiter...
Am 8. März 2000 veröffentlicht
5.0 von 5 Sternen
Thanks, St.Luke!
have been a copywriter, oh, almost 9 years. have read, mmmm, at least 50 books on the subject and greased countless archives and ca's, and so on. how many classics in that bunch? Lesen Sie weiter...
Veröffentlicht am 1. März 2000 von Andy Todes
5.0 von 5 Sternen
MUST READ FOR ALL AD PEOPLE
Practical. Witty. Insightful. Superb
Am 1. März 2000 veröffentlicht
5.0 von 5 Sternen
Luke the Savior.
Great book. Humourous, witty, to-the-point, very sage. The tone of voice throughout the book is 'brilliant'.
<leans back and puffs on Cuban Cigar>
MB. Lesen Sie weiter...
Veröffentlicht am 22. Januar 2000 von "mrblaze"
5.0 von 5 Sternen
Read 'A lone voice of dissent' before you read this
I'm sorry, but 'A lone voice of dissent' doesn't understand it's frustrated poseurs like him that have created the Whipple world we all live in. Lesen Sie weiter...
Am 17. November 1999 veröffentlicht
5.0 von 5 Sternen
Must admit...I LURVE THIS BOOK!
This is a Read In A Day book tht cracks u up as often as u find yourself nodding in agreement. I have just started up a Danish branch of a Scandinavian advertising chain and I... Lesen Sie weiter...
Am 25. Oktober 1999 veröffentlicht
5.0 von 5 Sternen
THE BEST BOOK I HAVEN"T READ ALL SUMMER!
I am not in advertising but i have had the oppurtunity to flip through this book. Cool cover! I have to give it 5 stars cuz Luke's a friend of the family. Keep it up Luke!
Am 16. Oktober 1999 veröffentlicht
5.0 von 5 Sternen
It's GRRRRRREAT!
Sorry, couldn't resist. This is a must-have, especially for all junior copywriters. With a sense of humor and simplicity, the author delivers a book you'll read in a night, and... Lesen Sie weiter...
Veröffentlicht am 15. Oktober 1999 von Lori McNabb
5.0 von 5 Sternen
The pages are already all dog-eared
...and I've only had it a few weeks. Funny, smart and enormously helpful stuff. I pick it up whenever I have a brain cramp and can't manage a comprehensible headline. A must-have.
Am 27. September 1999 veröffentlicht
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