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D&AD. The Copy Book

D&AD. The Copy Book

RRP: £16.42
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In 1995, 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 53 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.

Apart from that, the writers were really, really, really helpful. Can't stress this enough. Together they have given me more tools than I can possibly use, and for that I'm eternally grateful. Mostly because it reads like one; the chapters sometimes echo each other's truths, sometimes they contradict them. It's also because it's full of wisdom from some of the best copywriters that have graced the world. And by world I mean press ads mostly. (It felt irreverent saying that, but it had to be said)He then speaks about the complimentary method to this, which is to Will Ferrel it. Then he shows how when you combine the findings from the two methods, you can give birth to truly fresh and creative ideas. The reason I didn't give this bible of a book 5 stars was because I was slightly disappointed. Most of the writers here (however brilliant they are) talked at length about body copy, which any observant copywriter in 2019 knows, is a problem of the past. It's an art form rarely used today. Nowadays it's all about social media postings, digital ideas, and off-kilter Guerilla marketing, among other things. Some of the exhibits are outright genius. Compatibility is never a problem with Apple Macintosh, featuring a turtle trying to hump an US Army helmet (Malcolm Duffy, 1993). Suspicious, critical or distrustful of people who invent words? as an ad for Microsoft Word (John Bevins, 1985). The IBM ad further discussing 12 shovels and over 200 tea-spoons (Jeremy Sinclair, 1977). For 4 months out of the year, the weather makes farming impossible. During the other 8, the government does. (Luke Sullivan, 1985). The Xerox commercial about data lost and not found (Tom Thomas, 1977). A few others. Here's one precious gem (just to whet your appetite for a bit), written by some dude named Eric Kallman: There are a bajilion ways to approach giving advice on how to write good ads. Here's one way to go: First, you should Seinfeld it, which means write down every conceivable entertaining observation and insight that you can think of based on the product or service that you're selling. In your best whiny Seinfeld voice write "What's the deal with X?" and keep writing."



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