In 1995, the D&AD published a book on the art of writing for advertising. The then best-selling book remains an important reference work today-a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals-often agency leaders or owners themselves. The book features a work selection and essays by 53 leading professionals in the world, ...
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In 1995, the D&AD published a book on the art of writing for advertising. The then best-selling book remains an important reference work today-a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals-often agency leaders or owners themselves. The book features a work selection and essays by 53 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter. This is not simply a "must-have" book for people in advertising and marketing, it is also a "should-have" for anyone who needs to involve or influence people, by webpage, on paper, or in person. About the series Bibliotheca Universalis - Compact cultural companions celebrating the eclectic TASCHEN universe! En 1995, D&AD a publie un livre sur l'art d'ecrire pour la publicite. Bien qu'il ne soit plus vraiment d'actualite, cet ouvrage a succes demeure une reference incontournable, une bible pour les directeurs de la creation. D&AD et TASCHEN ont uni leurs forces pour vous livrer une edition actualisee et remaniee de cette publication. Considere comme le champ d'action le plus difficile de l'industrie publicitaire, le redactionnel est generalement reserve aux professionnels les plus doues - souvent les dirigeants ou gerants des agences eux-memes. Le livre propose un choix eclaire de projets et des articles signes par 53 grands noms de la publicite, parmi lesquels des vedettes comme David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes et Barbara Nokes. Les lecons a tirer de ces pages vous aideront a formuler des arguments a la fois plus clairs et plus convaincants, que vous ecriviez un discours exaltant, une banniere web accrocheuse ou une lettre percutante. Ce livre n'est pas seulement incontournable pour ceux qui travaillent dans la pub ou le marketing: il est aussi indispensable pour tous ceux qui ont besoin d'impliquer ou d'influencer les gens, sur une page web, sur papier ou en personne. A propos de la collection Bibliotheca Universalis: la compilation culturelle indispensable qui rend hommage a l'eclectisme de l'univers TASCHEN !
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