This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.
Introduction
1. Advertising Copy and the Writer
2. The Advertising
Writer Who Is Bigger Than His Ad .
3. Human Appeals in Copy
4. The Underlying
Principles of Good Copy
5. Emotion and Style in Advertising copy
6. Some
Lessons I Have Learned in Advertising
7. Copy Good, Bad and Indifferent
8.
The Research Basis of Copy
9. Axioms of Advertising
10. Copy First
11.
Making Advertisemnts Read F12. Copy Donts J13. Wanted By the Dear Public
14. Advertisng Copy and the So-Called "Average Woman"
15. Believable
Advertsing
16. Looking at Copy and Looking Into It
17. The Human Side of It
18. Copy That Is and Isnt
19. The Sales Power of Good Copy as Demonstrated
in Book Advertising
20. The Copy Writers Work Bench
21. The Psychology of
the Printed Work A. Holmes
22. Simplicity in Advertising Copy
23. What Makes
Good Retail Copy
24. The Art of Visualizing Good Copy
25. Old and New Days in
Advertising Copy
Multivolume collection by leading authors in the field
