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The Copy Book (D & Ad Mastercraft) Paperback – Jun 2000


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Product details

  • Paperback: 176 pages
  • Publisher: RotoVision; Revised Ed edition (Jun 2000)
  • Language: English
  • ISBN-10: 2880465931
  • ISBN-13: 978-2880465933
  • Product Dimensions: 1.3 x 26.7 x 35.6 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 1,413,202 in Books (See Top 100 in Books)

Product Description

Synopsis

Now in its seventh reprint, this volume selects the world's best copywriters and asks them to explain how they work. Ranging from the serious to the seemingly glib and flippant, it features wisdom, hints and tips for the advertising industry.

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Customer Reviews

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By "pob59" on 27 Aug 2004
What a superb idea - and what a failure to deliver.
Great copywriters talking about their art. Great ads showing how they practise what they preach. A copywriter's dream.
Nearly.
See, this is pretty much a clone of its companion volume on designers and art directors. That worked, because even I can make out the images clearly.
Here, unfortunately, they forgot one thing: few writers have eyes like hawks.
The ad repro sizes mean the body copy in the ads is minute. Maybe a magnifying glass should have come with it, because I want to read the copy, not just be told by the writers how great they are. And that's a shame.
The writers here can write: of course they can, but I want the proof. Without it, it's a bit like a book about Picasso with no pictures, or the infamous post-war radio ventriloquism show with Peter Brough and Archie Andrews (honestly: if you didn't know, it was a huge success until he came on TV and people realised he was terrible at ventriloquism.)
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3 of 3 people found the following review helpful By A Customer on 19 Mar 2001
This book not only gives a great selection of ads, it also provides some valuable insights into their creation. A facinating read if you are interested in modern advertising and a must read for people wishing to get into advertising.
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5 of 6 people found the following review helpful By Simon Jones on 26 Feb 2002
Sounds like the holy grail of copywriting. Not strictly true - these are diverse personal approaches of writing copy - but they're from '32 of the world's best copywriters'. Inspiration indeed.
Even if they prefer to write copy whilst listening to a Beethoven String Quartet playing on a gramophone or scribble their golden prose on tablecloths, there's a lot to learn from these giants. Combined with full colour pages of their finest work this book deserves the undivided attention of anyone with the urge to copywrite- if there is such as word.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 7 reviews
37 of 41 people found the following review helpful
Copwriter's Beware 19 Jan 2002
By Smivey - Published on Amazon.com
While this is a very good book, you may be interested to know that it's merely a paperback version of the original book originally published in 1995. The trick here is the new paperback version doesn't contain any new material, yet it has a different title. The original book was titled "The Copy Book." If you already own this book, don't buy "The Copywriter's Bible." Same book, different name. I found out the hard way.
16 of 16 people found the following review helpful
Instant Payback from Expert Advice 11 Aug 2001
By Tom Ahern - Published on Amazon.com
With "how to" books, I have a relevancy quiz: Does the book quickly tell me something new worth knowing, as I flip through its pages? This book did. So I bought it and put it aside without a second look. Recently I was struggling with a major ad campaign. I pulled this book off the shelf and began reading the plain, direct, revealing advice that each of these hugely talented and amazingly humble copywriting stars offers. And presto: I found my way again. I began writing above my level, too. I can't recommend the book enough, but you have to read it: it is not a coffee-table book, despite its looks.
7 of 7 people found the following review helpful
a must for every (aspiring) copywriter 22 Jan 2001
By A Customer - Published on Amazon.com
this is a good book to have in every writers' collection. it's not as much about the writing tips, but having so many well-written ads in the same book by 32 of the world's greatest copywriters is a good thing to have whenever you have writer's block (or even artdirector's block).
6 of 6 people found the following review helpful
A Beautiful Volume 16 April 2001
By guysmy - Published on Amazon.com
The writer's in this book are excellent. That may go without saying. But what really makes this book stand out is how each writer is liberated their own section of the book. It's amazing, that asked the same question: "How do you write your copy", each came up with a completely different answer. Ed McCabe's writing is especially insightful. It makes me wonder if people with this much talent should have graduated already...to making movies. The book was published by a British Art Directors group, so feel reassured, people of copy, people of art appreciate your laboured yet witty long copy ads.
4 of 4 people found the following review helpful
Wow! Great to look at and a fantastic source of ideas 29 Dec 2003
By James Sadler - Published on Amazon.com
Wow! There are over 200 ads in this book and I could spend hours just cruising through each of them. But this is more than just a book with top advertising pictured in it. It is also a primer on idea generation, perfect for anyone writing ad copy and feeling blocked.
The writers in this book are some of the industry's best and each has their own stand alone section that discusses their approach to the art and science of copywriting. They are essentially asked "How do you write your copy?", and then turned loose to answer. Amazingly, each seems to come up with a different answer and approach to their craft.
The book also appears under the the title "The Copywriter's Bible," but either edition is equally great. Different cover, same great content.
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