Basics Advertising: Copywriting

Basics Advertising: Copywriting, part of the AVA Basics Advertising series, provides a comprehensive teaching resource exploring the act of copywriting and the role of the copywriter in the overall advertising process. The book highlights the importance of thinking both verbally and visually, since the words and images that occur within creative ad concepts often arise together, and even image-based ideas are often dreamt up by the conceptual copywriter rather than a designer or art director.

The book contains numerous visual examples, which show the variety of work that copywriters are involved in, plus accompanying explanatory text to help the reader understand just why these ads work so well. There are practical exercises as well as tips and guidance on how to generate ideas and think creatively.

Topics covered include an introduction to the role of copywriters, understanding the product, knowing your audience, mastering the language, sharpening style, rules, creating effective copy and advertising around the world.