The Art of Writing Advertising : Conversations with Masters of the Craft: David Ogilvy, William Bernbach, Leo Burnett, Rosser Reeves,

by Denis Higgins

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Product Description
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 Advertising.

Their entertaining and historically compelling answers will provide advertising professionals with valuable techniques for applying breakthrough creativity and innovation in the workplace.

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All Customer Reviews
Average Customer Review: 5 out of 5 stars

1 of 1 people found the following review helpful:

5 out of 5 stars

Some very serious insights that I believe are timeless, 2008-04-21
"You know, only advertising men hold seminars and judge advertising. The public doesn't hold seminars and judge advertising. The public either acts or it doesn't act." Rosser Reeves

The men in this book cut straight to the point of advertising and they don't mind going against the grain of art director clubs and guilds. I have learned to like that because I now subscribe to their point of view. The success of an advertisement cannot be measured by its pleasing aesthetics or its award winning status. It has to be measured by how successfully it met its objectives - which most of the time is to move product.

I think this is a must-read for young designers as many have a very mis-guided view of what advertising is all about. I cannot find a single design graduate who has learned the principles of good advertising from college. This book sets any print, web or such communications designer on the right path if they ever want to create effective ad's--no matter the medium or technique.

9 of 10 people found the following review helpful:

5 out of 5 stars

What do five legendary copywriters say about advertising?, 2006-09-11
The Art of Writing Advertising is a unique collection of interviews conducted about forty years ago by Advertising Age magazine editor, Denis Higgins. Legendary copywriters William Bernbach, Leo Burnett, George Gribbin, David Ogilvy and Rosser Reeves candidly discuss their craft, their writing processes and their lives in this fascinating book.

The interviewer initially set out to find if these pioneering copywriters had any tricks or gimmicks for the difficult task of writing, but ended up with revealing and at times very personal glimpses into the lives of these five men. The interview with David Ogilvy is particularly poignant and enlightening. This book also includes a few example ads from each copywriter and pictures presumably taken during the interviews.

These great ad writers give some useful advice and share their thoughts on copywriting, but this is not a step-by-step guide for copywriting. If you are familiar with these copywriters and you would like to know a little more about their views on advertising, then I highly recommend The Art of Writing Advertising.

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