Download D&AD. The Copy Book (Bibliotheca Universalis)
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D&AD. The Copy Book (Bibliotheca Universalis)
Download D&AD. The Copy Book (Bibliotheca Universalis)
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Review
“The Copy Book convinced me that everyone in business should study the art of copywriting.â€
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About the Author
D&AD is a nonprofit educational charity that was launched in 1962 by a group of London-based creative revolutionaries including David Bailey, Terence Donovan and Alan Fletcher, with iconic and legendary professionals on both its judging panels and winners lists. By celebrating creative communication and rewarding its practitioners, D&AD raises standards across the industry. The annual D&AD Awards--the industry's biggest and best--rewards outstanding creativity, originality, technical excellence and innovation in design and advertising.
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Product details
Series: Bibliotheca Universalis
Hardcover: 544 pages
Publisher: TASCHEN (March 16, 2018)
Language: English
ISBN-10: 3836568527
ISBN-13: 978-3836568524
Product Dimensions:
5.8 x 2 x 7.8 inches
Shipping Weight: 3 pounds (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
12 customer reviews
Amazon Best Sellers Rank:
#96,829 in Books (See Top 100 in Books)
As a studying copywriter, this book has a plethora of ads and never ceases to give me inspiration for when I'm practicing. There are a variety of ads ranging in many different industries and forms.My only issue: I enjoy the brief bios & self-proclaimed methods from different copywriters, but there really isn't a breakdown of the copy and what actually went into them. It'll state the company, year, and maybe the goal of the ad. But there is no deep analysis that shows exactly what made the copy so good. As a copywriter, you may be familiar with swiped.co. If not, it is a website with lots of marketing ads (mainly sales letters) just like the book, but the site actually ANNOTATES different lines within the copy and explains what this or that line does to the reader psychologically and how it draws them to purchase and/or sign up.I'll be honest and say this book is worth every penny of the $20-some price. But if all the ads had annotations like the ones I explained? It would be a $50+ value minimum. Hopefully they make a revised edition with these suggestions.
From highly provocative, intensely emotional headlines like…> What's it like to be raped as a three-year-old? A victim explains.> Sure it's hard talking to your child about knives. Not half as hard as never talking to him again.> They're dead. So does it matter how they lived?...to curiosity-driven headlines like...> Suspicious, critical or distrustful of people who invent words?> This is perhaps the most infuriating ad you'll ever read. Unless you are 21.> How do you protect yourself against a volatile market? Investing it more often....To the thoughts, opinions and the advice from 53 proven world class copywriters...... This is the best $20 I've ever spent on advertising book.
This is book is THICC. Tons of short content so you can pop it open, read for some quick inspiration, and get back to work. Lots of visuals to go along with the stories.
Great examples.
Found The Copy Book a great source for inspiration. As a freelance copywriter, I'm always looking for ideas for the ads I write.
This edition is a beautiful, well-made book. No complaints about its quality.However, unlike many international Taschen editions which contain passages in multiple languages, all of the insights of the authors and accompanying descriptions in this edition are presented in German ONLY. The listing is at best in error. It should be more accurately listed as "Edition: German."The ad copy in the vintage advertisements are presented in English.
Since you can not do a course with some of the best copywriters in the world, let them teach you the work if in the end you have learned at least 10% of what this book can teach you, I guarantee you will be well above the vast majority of its competitors.
90% of work and writing seen here is unthinkable in today's advertising world.And that's a sad thing. !ost Invaluable is knowledge found in the writing of the bios.A classic for studens of the art of copywriting... succint, efficient writing to make a point. Very relevant.
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