How to Become an Outstanding Advertising Copywriter

Author: Chen Pei'ai (Compiler)
Publisher:
Publish Date: 2002-07-01
Features: This book applies the theory of communication, combined with numerous examples, to systematically elaborate on the basic theories and knowledge of advertising copywriting. It focuses on the creative process and principles of advertising copywriting. Part one, spanning six chapters, outlines the basic elements of advertising copy, such as the theme, creativity, language, headline, body, and slogan of the copy. Part two, consisting of four chapters, separately discusses the elements, expressive forms, and creative principles of advertising copy for radio, television, poetic-style, and couplet-style advertisements. The final two chapters introduce the art of brand naming and the qualities required of advertising copywriters. This book is highly practical and actionable, serving not only as a core textbook for advertising majors but also offering practical value to advertising professionals.