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D&AD, the Copy Book Hardcover – 15 Jul 2011


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Product details

  • Hardcover: 416 pages
  • Publisher: Taschen GmbH (15 July 2011)
  • Language: English
  • ISBN-10: 3836528320
  • ISBN-13: 978-3836528320
  • Product Dimensions: 26 x 4.2 x 32.9 cm
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Bestsellers Rank: 32,451 in Books (See Top 100 in Books)

Product Description

About the Author

The annual D&AD Awards - the industry's biggest and best - reward outstanding creativity, originality, technical excellence and innovation in design and advertising. D&AD is a nonprofit educational charity that was launched in 1962 by a group of London-based designers and art directors, with iconic and legendary professionals on both its judging panels and winners lists. By celebrating creative communication and rewarding its practitioners, D&AD raises standards across the industry.

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Customer Reviews

4.2 out of 5 stars

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Craig Lovelidge on 17 Oct 2012
Format: Hardcover
This book originally came out in 1995, the same year I started looking for a job in advertising. I got myself a copy and used it untold times as a jump starter to get ideas rolling. There is no 'how to' section on how to write copy. It's not that kind of book.

In this digital age everyone and their uncle has a Twitter account or a blog of some sort. Millions of posts and tweets are created each day. But that doesn't make these people into copywriters. It is a learned skill with many hours of practice. The Copy Book may not have a 'how to' section but then again, the writers you'll find inside didn't learn their craft by following a 'how to' book either.

Read, read and re-read the work of these writers. Find your heros. Try to understand the tone of voice they have used, why they've written what they've written and how they have crafted each sentence. If you do this you'll be well on your way to writing some half decent copy yourself. Trust me. It's the only way to learn the art of being a real copywriter.
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15 of 18 people found the following review helpful By G Marwaha on 23 Sep 2011
Format: Hardcover Verified Purchase
This isn't your standard "how to write great copy" book - it is an "updated" version of the 1995 book by D&AD on the art of writing for advertising. Marketing/communication professionals from agencies, in-house teams and freelancers may want to consider it.

According to the blurb, "the book features a work selection and essays by 48 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes." I would say 'essay' is somewhat generous. You get a couple of hundred words from each copywriter on their approach and philosophy to copywriting. It's interesting to see how different copywriters approach their work - each has a very definitive style and they don't seem to have much in common with each others' way of working. Following these short introductions, readers are presented with a few pages of some of the copywriter's work.

There's a mix of classic adverts pre-1990 and a healthy sprinkling of ads from the 1990s and early 2000s, but I think the bias is weighted too heavily in favour of older work. Much of the modern adverts reproduced feature the Economist ads. According to the publisher: "The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter." - possibly, but we aren't actually presented with anything web-related. I believe in this day and age, copywriting books do need to cover the web more comprehensively, whether it's a news story headline or a web banner ad. Writing for print is not the same as writing for the web.

I also think it would have been good to include upcoming copywriting talent.
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1 of 1 people found the following review helpful By Richard Hayter on 13 Nov 2011
Format: Hardcover Verified Purchase
Ok, so it's not a 'guide' in the truest sense: there's no 'how to' section or 'tips from the pros'. But as a collection of examples of the best in ad copy, it's inspirational. Excellent.
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1 of 1 people found the following review helpful By Ms. I. Gutierrez Juan on 29 Oct 2011
Format: Hardcover
Fantastic book to have. A good compilation of the best ad ever. Very happy with my purchase. I really recommend it.
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Format: Hardcover Verified Purchase
Making a career move into advertising in the last years, I've bought quite a few books about the craft. This is a nice looking coffeetablebook compilation, not so much a handbook, although every featured writer gets two pages to say something about the art of writing copy. Although, not necessarily a must-have - it's a book I enjoy owning, and there's plenty of ad-filled pages to go through. Lots of great stuff of course, just not something you read in one go.
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By Helen Crawford on 15 Aug 2012
Format: Hardcover Verified Purchase
Nothing has inspired me to write good copy more than this book. Award winning copywriters share their approach to copywriting some of their best ads. Simple and brilliant.
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