David Herzbrun - Copywriting by design: bringing ideas to life with words and images
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Copywriting by design: bringing ideas to life with words and images
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Copywriting by Design is intended as a self- guided tour for anyone who wants to explore the craft of cop ywriting. Using a make-believe product, Grand Tour Soups, th e author explains the process involved in copywriting.
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Copywriting By Design : Bringing Ideas to Life With Words and Images
author
:
Herzbrun, David.
publisher
:
NTC Contemporary
isbn10 | asin
:
0844236713
print isbn13
:
9780844236711
ebook isbn13
:
9780071396288
language
:
English
subject
Advertising copy, Advertising layout and typography, Commercial art.
publication date
:
1997
lcc
:
HF5825.H48 1997eb
ddc
:
659.13/2
subject
:
Advertising copy, Advertising layout and typography, Commercial art.
Page iii
Copywriting by Design
Bringing Ideas To Life With Words And Images
David Herzbrun
NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA
Page iv
Library of Congress Cataloging-in-Publication Data
Herzburn, David. Copywriting by design : bringing ideas to life with words and images / David Herzbrun. p. cm. ISBN 0-8442-3671-3 (paper) 1. Advertising copy. 2. Advertising layout and typography. 3. Commerical art. I. Title. HF5825.H48 1996 659.13'2dc2096-28167 CIP
Published by NTC Business Books, a division of NTC Publishing Group 4255 West Touhy Avenue Lincolnwood (Chicago), Illinois 60646-1975, U.S.A. 1997 by NTC Business Books. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United States of America.
67890 VL 987654321
Page V
CONTENTS
Foreword
vii
Part One: What's the Big Idea?
Chapter See What I Mean
3
Chapter 2 Why Advertising?
9
Chapter 3 Where Do Ideas Come From?
17
Part Two: Bringing the Visuals Life
Chapter 4 If You're Not a Designer, Don't Act Like One
27
Chapter 5 Learning Your ABCs
43
Chapter 6 Making Faces and Helping Hands
67
Chapter 7 Bodies to Put Your Hands On
83
Page vi
Part Three: Putting Words into Action
Chapter 8 Time to Start Writing
93
Chapter 9 Life After Layouts
101
Part Four: Creating Reality from Thin Air
Chapter 10 The Theater of the Mind
109
Chapter 11 TV: Show Business Is All Business
117
Chapter 12 It's Show Time!
139
Part Five: The Great Outdoors
Chapter 13 The Last Frontier
155
Part Six: The Bottom Line for You
Chapter 14 How to Get a Job in Advertising
163
Afterword
167
Glossary
169
Page vii
FOREWORD
This book was written to help students of copywriting and art direction. Art and design students who are future advertising art directors may choose to skip the parts that teach the somewhat primitive basics of drawing and lettering. Designers know that already. But the odds are that few of them know how to use their skills to communicate.
In advertising, communication is becoming more visual all the time. That doesn't mean it's nonverbal, but it does mean that the words and the pictures must work together. That unity is the theme of this book. Its title, Copywriting by Design, is a phrase that puts the two parts of an adthe visual and the verbalin one thought.
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