Basics Advertising: Copywriting

Description: This title is the first in the 'Basics Advertising' series, which follows on from the successful 'The Fundamentals of Creative Advertising'.'Basics Advertising: Copywriting' provides a comprehensive teaching tool, exploring the act of copywriting and the intrinsic nature of the role of the copywriter in the overall advertising process. It highlights the importance of being able to think both verbally and visually by conveying the idea that creative ad concepts, with their combination of words and images, often arise as a result of collaborative efforts between both the conceptual copywriter and designers or art director.Subjects covered include: how to generate ideas, improving and mastering your language skills and how to create effective advertising copy. The book also features a chapter on 'Advertising around the World', which highlights the increasing dominance of English as an international language of commerce and marketing.This title is suitable for first and second year undergraduate students of advertising and marketing courses, all students needing to understand the basic concepts of the discipline before moving into more specific areas of advertising, and practising conceptual copywriters. Review: 'Excellent, comprehensive text. Very revealing with useful creative exercises.' Tim Bones, West Kent College, UK. 'A practical 'down to earth' text with excellent layout and style.' J. Wdowczyk, University of Huddersfield, UK. 'Very good introduction to copywriting and creative problem solving.' Andy Cade, Kingston University, UK. 'This is a great introductory book to advertising and student feedback has been well received. The book is easy to follow and clear in its approach.' Neil Bestford, Newcastle College, UK. Author Biography: Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire.