The Art of Writing Advertising

by William Bernbach and Denis Higgins

Book Overview

A McGraw-Hill Advertising Classic "What makes a great advertisement?" Nearly four decades ago, an unmatched group of five advertising pioneers first answered that question in The Art of Writing... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0844231002
• ISBN13: 9780844231006
• Release Date: January 1780
• Publisher: NTC Business Books
• Length: 125 Pages
• Weight: 0.50 lbs.
• Dimensions: 0.4" x 5.9" x 9.0"

Customer Reviews

wise words from old wrinklies

There's pleanty of useful info here to help you write better copy - look for the inherent drama of the product, if in doubt ask the manufacturers why they make it, do your research, keep stuff simple. You just have to look for it. Great photos too.

A good compilation of thoughts from major advertising forces

The book is very helpful in that is gives you the thoughts behind some of the builders of today's advertising industry. I had read "Ogilvy on Avdertising"; the interview with David Ogilvy presents the same kind of thought. But I had never read anything by Burnett, Gribbin, Bernbach or Reeves and that is where most of my benefit from this book came.

Inside the Mind

I love anything that is an interview with a person. It allows us to hear the information from the horses mouth, as opposed to a journalist paraphrasing him or her. My favorite interviews were with Bernbach and Rosser Reeves. However, I don't think this book is really about the "Art" of writing advertising. I think the book should have been called "Conversations about Advertising." Because the book isn't made to be a teacher, it's simply a good book to read and enjoy if you're interested in hearing another perspective about the business.

A concise reminder for ad men

Having been an art director for a number of years and having worked with many agency people who has become jaded by time (creative, account servicing,and media alike), this book is a gentle reminder of why we all got into this business in the first place. Although Madison Avenue today is a very different place from whence these interviews took place, these men's principles and ideals may inspire us just a little bit to continue to create what has not been done before.

Candid talks with giants of the advertising industry

"Conversations" is an interesting text because it focuses on the cold world of advertising through five men who helped shape the industry. The interviews are very entertaining because the personalities of the men are displayed through their view on the art that made them famous. All of the copywriters were gracious and honest which makes for a must-read for everyone interested in the field of advertising. By far one of the best books I have ever read about advertising.