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Copywriting by Design: Bringing Ideas to Life With Words and Images, by David Herzbrun
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Copywriting by Design is intended as a self- guided tour for anyone who wants to explore the craft of cop ywriting. Using a make-believe product, Grand Tour Soups, th e author explains the process involved in copywriting. '
- Sales Rank: #3370746 in Books
- Brand: Brand: Ntc Business Books
- Published on: 1997-06
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 11.00" h x 8.75" w x .50" l,
- Binding: Paperback
- 177 pages
- Used Book in Good Condition
Most helpful customer reviews
6 of 6 people found the following review helpful.
"Shut up!" he explained.
By Shelly Roberts
That's just the kind of thing David would say to get your attention or to keep you laughing. Something that would let you or help you get to the heart of the creative problem.
David Herzbrun was the genius who made Avis No. 2. He was the first one to ask if you ever wondered how the man who drove the snowplow got to the snowplow. And I was lucky enough to have him as my mentor. If you want to make a lot of money in advertising writing acceptable advertisng for regular clients, save your money and read something from the other David... Ogilvy - well, read that anyway, maybe there's something useful beneath the didactic imprecations (two words you hardly ever get to use in the same sentence). He's the right David for you. Not Herzbrun.
If, however, you bleed advertising, eat, sleep, dream it, and want to know what the process is to put yourself in the hall of fame, and up in the pantheon, skip the ad schools full of masters degrees who ain't been out in the working fields, and the ain't-I-somethin'-swell wannabees all too willing to tell you how it's done, and make themselves seem good. Instead, swallow this book whole. David didn't need to make himself seem good. He just was good.
Then let me know where you are. If you get what he sends, I may want to hire you.
I once said to David, "Hey, David, why don't you write some of this stuff down?" Then I went away to practice what he preached in other vineyards. Looks like he did. Nice to know I could influence him in return.
No one in my creative departments gets out alive without having read this book.
Shelly Roberts
International Creative Director
D'Arcy
12 of 15 people found the following review helpful.
Trying to do too much, achieving far too little
By A Customer
I feel compelled to write this review because I was misled by the five star review it got from another reviewer, and frankly, the cover design grabbed me. The title is also very misleading. I assumed it was about the way in which design and copy work together, and essential design concepts copywriters should know. Instead, it attempts to cover print, radio and tv/film advertising, and it fails on all counts. It appears targeted to high school and not very sophisticated college students. The content is so thin that it could easily be read in a day. I am returning this book. I purchased several others on the subject that I will keep -- but not this one. Nice cover design.
3 of 4 people found the following review helpful.
I'VE STUCK PLATINUM!
By N. Daniels
I was seeking a new creative direction for my career as a freelance writer and it seems that this book was created just for me. This book not only helped to bring a project in order, it has brought order to my life and career. It is important to be able to find literary tools with great direction because in the world of frelance you are really on your own. With very limited books on the market that hit this subject, I have found this book to be the best. To be honest, I believe I'VE STRUCK PLATINUM.
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