Advertising: Concept and Copy
by By Felton, George
Category: Design , Graphic Arts , Advertising

Felton (English, Columbus College of Art and Design) presents this textbook leading students through the process of creating ads, from the ideas to execution, with approximately 200 ads as examples, some updated for this edition. Chapters cover advertising strategy, research, consumer behavior, the marketplace, and developing a creative brief. Felton explains voice and writing technique, television, radio, and other media, and how to be creative, write a headline, and use facts, testimonials, and other tools such as comparisons, reversal, metaphor, and verbal metaphor. The second edition also has new sections on guerrilla advertising; interactive media; international, multicultural, and postmodern advertising; and expanded material on headlines, theme lines, slogans, naming, human truth, and grace. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)