- Language: German
- ISBN-10: 3836528312
- ISBN-13: 978-3836528313
- Package Dimensions: 32.6 x 28.2 x 4.2 cm
- Average Customer Review: 4.1 out of 5 stars See all reviews (15 customer reviews)
- Amazon Bestsellers Rank: 1,601,825 in Books (See Top 100 in Books)
D&Ad. the Copy Book (German) Hardcover
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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. --This text refers to an alternate Hardcover edition.
Top Customer Reviews
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.
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.Read more ›
If you work in advertising, and even if you don't, this book is an essential read. Whilst I'd never consider myself good enough to feature in it, I'm proud to say I have worked with a couple of the creative legends featured within its pages.
Most Recent Customer Reviews
Amazing book full of really inspirational designs!
Would definitely recommend!
A brilliant reference point for any design/advertising project. Can't recommend this highly enough!Published on 30 Sept. 2014 by Mr P E Carey
Bad, it s an amazing, great book but i received it in german white i ordered it in english. And i was really carrefull when order was madePublished on 7 April 2014 by Claire Guiller
As advanced dungeons and dragons books go, this is one of the better sourcebooks. You play the role of an advertising executive, and get to choose from a variety of new career... Read morePublished on 19 Feb. 2012 by timlondon02