A Course on The Principles and Practice of Copywriting

Contents: (393 pages)

 Preface

Introduction

Words are the Working Tools

Advertising Copy and the Writer

The Advertising Writer Who is Bigger than His Ad

Human Appeals in Copy

The Underlying Principle of Good Copy

Emotion and Style in Advertising Copy

Some Lessons I Have Learned in Advertising

Copy – Good, Bad, Indifferent

The Research Basis of Copy

Axioms of Advertising

Copy First

Making Advertisements Read

Copy Don’ts

Wanted – By The Dear Public

Advertising Copy and the So-Called “Average Woman”

Believable Advertising

Looking at Copy and Looking Into It

The Human Side Of It

Copy that Is and Isn’t

The Sales Power of Good Copy as Demonstrated in Book Advertising

The Copy Writer’s Work Bench

The Psychology of the Printed Work

Simplicity in Advertising Copy

What Makes Good Retail Copy

The Art of Visualizing Good Copy

Old and New Days in Advertising Copy