Masters of Advertising Copy (RLE Marketing).

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.

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.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.