!!> Reading ➸ D&AD. The Copy Book (Bibliotheca Universalis) ➰ Author D&AD – Tactical-player.co.uk

D&AD. The Copy Book (Bibliotheca Universalis) A brilliant reference point for any design advertising project Can t recommend this highly enough Amazing book full of really inspirational designs Would definitely recommend Nothing has inspired me to write good copy than this book Award winning copywriters share their approach to copywriting some of their best ads Simple and brilliant. 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 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 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 The focus of these books always seems to be leading professionals and copywriting superstars It would have given the book a little balance.The biggest issue I have with the book is its format It s a huge, coffee table sized book, which isn t conducive to reading The paper quality is not great and some of the ads have not been reproduced very well a small number look truly awful Also, a number of adverts have been reproduced over a double page spread, which just destroys the ad this isn t the type of book where you can easily bend the spine The editor does admit that in some cases they have had to scan ads from previous editions of the book or from old awards annuals.Overall, I think this is an expensive book for what it offers For sure it ll look good on your coffee table and in your agency marketing department, but I personally don t buy books to sit there and look pretty It s cumbersome to read and would have benefited from being published in a user friendly format on better paper I actually think they should have made it a completely new version, featuring adverts post 1995, and re released the first version The world has moved on a bit since 1995, it s a shame some of these publishers haven t. Read this book Read it again Read it again Take notes Practice every day Write Write Write Read the book again. Not really what I expected. 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. In , The D AD Published A Book On The Art Of Writing For Advertising The Then Best Selling Book Remains An Important Reference Work Today A Bible For Creative Directors D AD And TASCHEN Have Joined Forces To Bring You An Updated And Redesigned Edition Of The Publication Regarded As The Most Challenging Field In Advertising, Copywriting Is Usually Left To The Most Talented Professionals Often Agency Leaders Or Owners Themselves The Book Features A Work Selection And Essays By 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 The Lessons To Be Learned On These Pages Will Help You Create Clearer And Persuasive Arguments, Whether You Are Writing An Inspiring Speech, An Engaging Web Banner Or A Persuasive Letter This Is Not Simply A Must Have Book For People In Advertising And Marketing, It Is Also A Should Have For Anyone Who Needs To Involve Or Influence People, By Webpage, On Paper, Or In Person

About the Author: D&AD

Is a well-known author, some of his books are a fascination for readers like in the D&AD. The Copy Book (Bibliotheca Universalis) book, this is one of the most wanted D&AD author readers around the world.

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