Learn the art of conceptual copywriting from a master * Concentrates on the copywriter-client relationship * Includes exercises and case studies of some of the best ad campaigns from around the world

Basics Advertising: Copywriting

explores the act of copywriting and the role of the copywriter in the advertising process. Focusing on the need to think both verbally and visually; author Rob Bowdery reveals the secrets of conceptual copywriting and explains how images are conveyed most effectively with a combination of words and images. Topics include how to generate ideas; improve language skills; and create compelling copy. A gallery of advertisements from around the world offers a round-up of the best and brightest; highlighting the increasing dominance of English as the international language of commerce and marketing. How zen is this? Copy to sell copywriting!