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D&AD: The Copy Book
The superstars and leading professionals in the business of writing ads
In 1995, the D&AD published a book on the art of writing for advertising. Though now outdated, the best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication, including works from the last 15 years. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 48 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. Looking for the clues to well-written, effective, and compelling stories that make great advertising? Look no further.
In 1995, the D&AD published a book on the art of writing for advertising. Though now outdated, the best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication, including works from the last 15 years. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 48 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. Looking for the clues to well-written, effective, and compelling stories that make great advertising? Look no further.
368 pages, Hardcover
First published July 15, 2011
157 people are currently reading
2679 people want to read
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Displaying 1 - 30 of 53 reviews
March 10, 2016
What an amazing, insightful read! Every copywriter, or anyone who works in advertising should read this book. Written in 1995 by 32 of the world's best copywriters, it gives you a glimpse into their lives, experiences and what inspired them to do the great work they did over the years. It also makes you long to be a copywriter in the '90s, because then, the copy was longer, richer, and was read by people with longer attention spans. Today, digital advertising makes us scream and shout over all the noise in the overcrowded, chaotic world of cyberspace, to even be heard. In those times, you could recognize who had written the copy for an ad just by reading it in a magazine. Not so much today. Today's times have their own advantages as well. But sometimes, I wonder how life would have been if we used crisp, white sheets of paper, and smooth ink pens to write down our ads.
July 24, 2019
Why is this the Copywriting Bible?
Mostly because it reads like one; the chapters sometimes echo each other's truths, sometimes they contradict them. It's also because it's full of wisdom from some of the best copywriters that have graced the world. And by world I mean press ads mostly. (It felt irreverent saying that, but it had to be said)
The reason I didn't give this bible of a book 5 stars was because I was slightly disappointed. Most of the writers here (however brilliant they are) talked at length about body copy, which any observant copywriter in 2019 knows, is a problem of the past. It's an art form rarely used today. Nowadays it's all about social media postings, digital ideas, and off-kilter Guerilla marketing, among other things.
Apart from that, the writers were really, really, really helpful. Can't stress this enough. Together they have given me more tools than I can possibly use, and for that I'm eternally grateful.
Here's one precious gem (just to whet your appetite for a bit), written by some dude named Eric Kallman:
"There are a bajilion ways to approach giving advice on how to write good ads. Here's one way to go: First, you should Seinfeld it, which means write down every conceivable entertaining observation and insight that you can think of based on the product or service that you're selling. In your best whiny Seinfeld voice write "What's the deal with X?" and keep writing."
He then speaks about the complimentary method to this, which is to Will Ferrel it. Then he shows how when you combine the findings from the two methods, you can give birth to truly fresh and creative ideas.
Did that spark your interest? If it did, this book is for you.
Mostly because it reads like one; the chapters sometimes echo each other's truths, sometimes they contradict them. It's also because it's full of wisdom from some of the best copywriters that have graced the world. And by world I mean press ads mostly. (It felt irreverent saying that, but it had to be said)
The reason I didn't give this bible of a book 5 stars was because I was slightly disappointed. Most of the writers here (however brilliant they are) talked at length about body copy, which any observant copywriter in 2019 knows, is a problem of the past. It's an art form rarely used today. Nowadays it's all about social media postings, digital ideas, and off-kilter Guerilla marketing, among other things.
Apart from that, the writers were really, really, really helpful. Can't stress this enough. Together they have given me more tools than I can possibly use, and for that I'm eternally grateful.
Here's one precious gem (just to whet your appetite for a bit), written by some dude named Eric Kallman:
"There are a bajilion ways to approach giving advice on how to write good ads. Here's one way to go: First, you should Seinfeld it, which means write down every conceivable entertaining observation and insight that you can think of based on the product or service that you're selling. In your best whiny Seinfeld voice write "What's the deal with X?" and keep writing."
He then speaks about the complimentary method to this, which is to Will Ferrel it. Then he shows how when you combine the findings from the two methods, you can give birth to truly fresh and creative ideas.
Did that spark your interest? If it did, this book is for you.
April 27, 2020
Made me think a lot of people in this book are not very good at writing copy. Also got a bit sick of ads from 60s and 70s. Too many examples of misogynistic references or just echoes of that culture in the agencies of that era. There's like 2 women's work in this book. Also made me realise how vapid advertising is, however much they want to tell you their work is meaningful ultimately it's the clients they got given, so it made me think they didn't have much of a sense of what they actually wanted to dedicate their lives to. At times they come across so egotistical you wonder how they ever convinced themselves they were writing for an audience other than their cronies.
All that having been said it is useful I think to have one reference work of good commercial writing done well, and it's nicely produced. Think they could have worked harder on the rewrite and had it edited for tone by a feminist and then it would have been much better.
All that having been said it is useful I think to have one reference work of good commercial writing done well, and it's nicely produced. Think they could have worked harder on the rewrite and had it edited for tone by a feminist and then it would have been much better.
July 30, 2015
Every copywriter should have this book lying on their work desk.
May 30, 2019
There's plenty of wisdom in many of the contributors' advice, but there's also a good deal of pretentious drivel about pencils. Many of them point out how much the craft has changed in recent years, yet most of the examples shared are older with only a couple of TV spots featured and nothing digital. Another irony: One of the few female contributors mentions how few women contributed to the 1990s edition, saying she hopes this edition will be more balanced in terms of representation. It's not.
Still, I found it to be an inspiring read and good resource as there are some examples of great advertising and some pretty good advice if you're able to separate the wheat from the chaff. A good book for those just starting out especially as it clarifies that there's no right approach to copywriter, but also offers a few ideas of finding yours. I'm gonna have my copy intern read through it in his downtime.
Still, I found it to be an inspiring read and good resource as there are some examples of great advertising and some pretty good advice if you're able to separate the wheat from the chaff. A good book for those just starting out especially as it clarifies that there's no right approach to copywriter, but also offers a few ideas of finding yours. I'm gonna have my copy intern read through it in his downtime.
June 18, 2020
Never thought I'd find myself writing advertising copy, even for something I believe in--higher education. But this collection of craft advice from ad writers is pretty interesting. Something I've learned from James Fallows and Brian Doyle: Pay close enough attention, and just about anything in the world becomes interesting.
Sample advice from the book: "When you get your copy to the point where you're really, really happy with it, cut it by a third. Take the embarrassment test. Imagine yourself standing before your family, reading your copy aloud. Still proud of it?"
Sample advice from the book: "When you get your copy to the point where you're really, really happy with it, cut it by a third. Take the embarrassment test. Imagine yourself standing before your family, reading your copy aloud. Still proud of it?"
January 2, 2021
Portfolio de trabalhos premiados de diversos copywriters que dão as suas dicas de como ter sucesso no ramo da publicidade criativa. Trata-se de uma edição renovada, com novos textos, mas ainda assim os trabalhos de exemplo são datados. Conteúdos mais atuais, menos texto e mais imagens, resultariam numa obra (ainda) mais interessante.
March 14, 2019
An exquisite collection, containing some of the best copywriting works. Totally recommend it!
Read
May 18, 2024"The Copy Book: How Some of the Best Advertising Writers in the World Write Their Advertising" is a renowned compilation that delves into the minds and processes of some of the most acclaimed advertising copywriters globally. The book offers insights into their creative processes, techniques, and philosophies, making it a valuable resource for anyone interested in the art and craft of writing compelling advertising copy.
Summary
Overview
Originally published by D&AD (Design and Art Direction), "The Copy Book" features contributions from a wide range of advertising legends. Each copywriter shares their unique approach to creating persuasive and memorable advertising copy. The book combines practical advice, personal anecdotes, and exemplary work to illustrate the principles of effective copywriting.
Structure and Style
"The Copy Book" is structured as a series of chapters, each authored by a different copywriter. This format allows for a diverse array of perspectives and styles, offering readers a comprehensive look at the varied approaches to copywriting. The writing is engaging, insightful, and often humorous, reflecting the personalities and experiences of the contributors.
Themes
The Craft of Copywriting:
The central theme of the book is the craft of copywriting. Each contributor discusses their techniques for creating impactful copy, emphasizing the importance of clarity, brevity, and creativity. The book underscores that great copywriting is both an art and a science.
Understanding the Audience:
A recurring theme is the necessity of understanding the audience. Contributors stress the importance of knowing the target market and tailoring the message to resonate with their needs, desires, and emotions. Empathy and insight into human behavior are highlighted as crucial components of effective copywriting.
Creativity and Originality:
The book celebrates creativity and originality in advertising. Many of the writers share their methods for brainstorming and generating unique ideas, emphasizing the importance of standing out in a crowded market. The contributors often reflect on their most innovative campaigns and the thought processes behind them.
Storytelling:
Storytelling is a key theme in many chapters. Contributors discuss how to weave narratives that capture attention and engage the audience. They explore the use of storytelling techniques to make advertisements more relatable and memorable.
Simplicity and Clarity:
The principle of simplicity is a common thread throughout the book. Writers advocate for clear, concise copy that communicates the message effectively without unnecessary complexity. The power of simplicity in making a message more accessible and impactful is emphasized repeatedly.
Key Contributors and Their Insights
David Abbott: Abbott emphasizes the importance of crafting copy that is both clear and emotionally engaging. He shares his approach to writing with a focus on simplicity and relevance.
Tim Delaney: Delaney discusses the balance between creativity and strategic thinking. He highlights the need to align copy with the brand's overall strategy while still pushing creative boundaries.
Neil French: French offers a candid look at his unconventional methods, stressing the importance of breaking rules and taking risks to create standout advertising.
Dan Wieden: Known for coining the phrase "Just Do It" for Nike, Wieden shares his insights on the power of a strong tagline and the process of distilling a brand's essence into a few impactful words.
Lionel Hunt: Hunt delves into the importance of research and understanding the product, sharing how deep knowledge can inform and elevate copywriting.
Paul Arden: Arden's chapter is filled with bold advice and provocative thoughts, encouraging writers to challenge norms and think differently about advertising.
Analysis
"The Copy Book" is an invaluable resource for aspiring and experienced copywriters alike. Its strength lies in the diversity of voices and approaches, providing a comprehensive overview of what it takes to create effective advertising copy. The book's format allows readers to gain insights from multiple perspectives, each offering unique techniques and philosophies.
The emphasis on understanding the audience, maintaining simplicity, and fostering creativity resonates throughout the book, providing a solid foundation for anyone looking to improve their copywriting skills. The real-world examples and personal anecdotes make the advice practical and relatable, while the variety of styles and approaches ensure that readers can find strategies that resonate with their own creative processes.
Overall, "The Copy Book" is a celebration of the art of copywriting. It not only offers practical advice and techniques but also inspires readers to push creative boundaries and craft copy that truly connects with audiences. The wisdom and experiences shared by some of the world's best advertising writers make this book an essential addition to any copywriter's library.
March 2, 2021
Read it like the Bible, one copywriter a day. A ton of insights and ads - I'm sure some of them will click for any writer.
Will go back and read.
Will go back and read.
August 4, 2022
I loved it. Although, it’s missing one thing: women in advertising. I understand the sexism on the 20th century but in this re-edition of 2018????
February 14, 2023
yeah yeah yeah, a copywriter loving a book about copywriting…
July 7, 2025
Essential read, if you're in the field.
March 19, 2025
I love how the average GoodReads user fails to out-write a baboon.
They'll write anything for clicks but an honest review. Hell, even ChatGPT could write a better one - the free version at that.
Take, for example, the feminists here: they'll moan and screech about the supposed "misogyny" present in the book instead of focusing on the material proper. I get it: you really, REALLY need to vent your frustrations somewhere. Living a life on easy-mode do that to people, specially to women.
HOWEVER, this is an advertising book, and a particularly good one at that; EXCELLENT even. Those guys were selling millions - some BILLIONS - before most of you were born. And they did that by hardworking, not moaning. Their ads worked wonders back then; they still do now. That tends to happen when you sit down, study, work hard, fail and then repeat the cycle until people in the future steal from you and then call you names as a reward.
It's also quite the irony how some of the negative reviews fail to structure a simple sentence but will bash the writers for their lack of "clarity", "content" and whatnot.
Still here?
Good.
Here's What You Need to Know About This Book:
1. It's a collection of various award-winning ads written by industry titans. Ads that you've probably seen repeated by someone somewhere. Oscar Wilde would NOT be proud of them. But you still can: each ad is a great source of inspiration for novices and veterans alike. Just don't steal them; copy.
2. As others have pointed out, it's focused on medium to long copy. And that's a GOOD THING. Think about it: if they managed to make the average american read their entire copy AND, on top of that, give them MONEY, then those copies ought to be great. Full stop. "But people don't read long copy anymore >:(". WRONG, Johnny! They still do, it's just that some modern "experts" conditioned an entire generation of young, brilliant copywriters to settle for mediocrity. Oh, and there ARE some neat short copies in the book. Just read then; they're short.
3. HERE'S WHAT IT LACKS: All examples presented in the book lack breakdowns; a further analysis into what the author meant with each word. One can just imagine how big those guys were thinking to come up with the "Think Small" and the likes. Being able to somewhat replicate their masterpieces is still just a fever-dream.
That's it.
If I were you I'd just ignore most reviews you see here. A huge portion of then are either rage bait or straight up gibberish.
If you're an aspiring copywriter trying to cut it in today's AI craziness, then please, by all means, read this book with a burning passion. It's cheaper than ever. You can afford it.
Ps: if you happen to be upset about the rage-inducing intro: that's how rage-baiting works. See how revolting that was? I almost had a seizure writing that crap. Don't do that. Just help people find that one book they need.
They'll write anything for clicks but an honest review. Hell, even ChatGPT could write a better one - the free version at that.
Take, for example, the feminists here: they'll moan and screech about the supposed "misogyny" present in the book instead of focusing on the material proper. I get it: you really, REALLY need to vent your frustrations somewhere. Living a life on easy-mode do that to people, specially to women.
HOWEVER, this is an advertising book, and a particularly good one at that; EXCELLENT even. Those guys were selling millions - some BILLIONS - before most of you were born. And they did that by hardworking, not moaning. Their ads worked wonders back then; they still do now. That tends to happen when you sit down, study, work hard, fail and then repeat the cycle until people in the future steal from you and then call you names as a reward.
It's also quite the irony how some of the negative reviews fail to structure a simple sentence but will bash the writers for their lack of "clarity", "content" and whatnot.
Still here?
Good.
Here's What You Need to Know About This Book:
1. It's a collection of various award-winning ads written by industry titans. Ads that you've probably seen repeated by someone somewhere. Oscar Wilde would NOT be proud of them. But you still can: each ad is a great source of inspiration for novices and veterans alike. Just don't steal them; copy.
2. As others have pointed out, it's focused on medium to long copy. And that's a GOOD THING. Think about it: if they managed to make the average american read their entire copy AND, on top of that, give them MONEY, then those copies ought to be great. Full stop. "But people don't read long copy anymore >:(". WRONG, Johnny! They still do, it's just that some modern "experts" conditioned an entire generation of young, brilliant copywriters to settle for mediocrity. Oh, and there ARE some neat short copies in the book. Just read then; they're short.
3. HERE'S WHAT IT LACKS: All examples presented in the book lack breakdowns; a further analysis into what the author meant with each word. One can just imagine how big those guys were thinking to come up with the "Think Small" and the likes. Being able to somewhat replicate their masterpieces is still just a fever-dream.
That's it.
If I were you I'd just ignore most reviews you see here. A huge portion of then are either rage bait or straight up gibberish.
If you're an aspiring copywriter trying to cut it in today's AI craziness, then please, by all means, read this book with a burning passion. It's cheaper than ever. You can afford it.
Ps: if you happen to be upset about the rage-inducing intro: that's how rage-baiting works. See how revolting that was? I almost had a seizure writing that crap. Don't do that. Just help people find that one book they need.
May 4, 2019
TODO full review:
= This is a book about (award-winning) copywriting. Some of which you may have even seen. Overall, I learned much. I learned from the start, and through right until the end, I have no clue what copywriting is about. In the wise words of Nick Abury, What meat is this? (p. 034)
+++ Some of the exhibits are outright genius. Compatibility is never a problem with Apple Macintosh, featuring a turtle trying to hump an US Army helmet (Malcolm Duffy, 1993). Suspicious, critical or distrustful of people who invent words? as an ad for Microsoft Word (John Bevins, 1985). The IBM ad further discussing 12 shovels and over 200 tea-spoons (Jeremy Sinclair, 1977). For 4 months out of the year, the weather makes farming impossible. During the other 8, the government does. (Luke Sullivan, 1985). The Xerox commercial about data lost and not found (Tom Thomas, 1977). A few others.
--- Somehow, I got the impression you have to write a naughty or outright nasty pun to have a good chance to win the Black Pen. Also, you gotta dislike or pity the UK Labour party, which seems to maintain its charm right through the late 2010s.
= This is a book about (award-winning) copywriting. Some of which you may have even seen. Overall, I learned much. I learned from the start, and through right until the end, I have no clue what copywriting is about. In the wise words of Nick Abury, What meat is this? (p. 034)
+++ Some of the exhibits are outright genius. Compatibility is never a problem with Apple Macintosh, featuring a turtle trying to hump an US Army helmet (Malcolm Duffy, 1993). Suspicious, critical or distrustful of people who invent words? as an ad for Microsoft Word (John Bevins, 1985). The IBM ad further discussing 12 shovels and over 200 tea-spoons (Jeremy Sinclair, 1977). For 4 months out of the year, the weather makes farming impossible. During the other 8, the government does. (Luke Sullivan, 1985). The Xerox commercial about data lost and not found (Tom Thomas, 1977). A few others.
--- Somehow, I got the impression you have to write a naughty or outright nasty pun to have a good chance to win the Black Pen. Also, you gotta dislike or pity the UK Labour party, which seems to maintain its charm right through the late 2010s.
October 19, 2022
Giờ đây, DAD và TASCHEN hợp tác để mang đến cho bạn một ấn bản cập nhật hơn. Dù được xem là lĩnh vực “chông gai thử thách” nhất trong ngành quảng cáo, copywriting cũng đồng thời là lĩnh vực sản sinh nhiều nhân tài nhất, nhiều trong số họ trở thành người lãnh đạo hoặc chủ doanh nghiệp. Cuốn sách cũng tập hợp sáng tạo của 53 copywriter giỏi nhất thế giới như David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, và Barbara Nokes. Những bài học rút ra từ cuốn sách này sẽ giúp bạn có thêm điểm tựa để viết những mẩu nội dung đầy cảm hứng và giàu tính thuyết phục, dù bạn đang chuẩn bị cho ra đời một bài phát biểu, hay một web banner hoặc chỉ là một lá thư tay. Đây là cuốn sách “phải có của dân advertising và marketing, và là cuốn sách “nên có” của tất cả những ai đang làm công việc truyền cảm hứng và gây ảnh hưởng tới cộng đồng.
Mình mua sách gốc cuốn này tại bookee, bạn cần mua thì có thể tham khảo ở đây:https://bookee.store/dad-the-copy-boo...
Mình mua sách gốc cuốn này tại bookee, bạn cần mua thì có thể tham khảo ở đây:https://bookee.store/dad-the-copy-boo...
April 19, 2021
I think this is an essential book for everyone interested in Advertising, not just Copy. It's filled with great examples and stories that will surely motivate you to take a different look at how you approach concepts.
More than that, it's a perfect example of a "Coffee table book" since you can pick it up, open it on any page, and read something interesting. Or when you are feeling stuck, you can always find something to help just by "scrolling" through the pages.
I don't work in advertising anymore, but I remembered this book from an agency I used to work in and bought it as soon as I had the cash. If you're a newbie or a veteran in advertising, a creative person, or just a curious individual, this book is a must-have.
More than that, it's a perfect example of a "Coffee table book" since you can pick it up, open it on any page, and read something interesting. Or when you are feeling stuck, you can always find something to help just by "scrolling" through the pages.
I don't work in advertising anymore, but I remembered this book from an agency I used to work in and bought it as soon as I had the cash. If you're a newbie or a veteran in advertising, a creative person, or just a curious individual, this book is a must-have.
January 7, 2021
This is pretty much the copywriter's bible for writing print ads. But unlike *the* Bible, don't expect black and white rules. Like Steve Henry says (p235): "What's the next bit of genuinely revolutionary body copy going to look like? Not like anything in this book, that's for sure. Because these ideas have all been done before." Sometimes, the best rule is to break them.
October 8, 2021
You will find a lot of ego and self praise. Book is too big & way too pricy. Copywriter did their job to make it look like a big thing. You can do a better job if you read “Elements of Style.”
Ads are demotivating. Nobody writes copies like that these days. No one approves, nobody reeds.
Advices are useless. They repeat themselves, lament about the importance of finding your way.
Ads are demotivating. Nobody writes copies like that these days. No one approves, nobody reeds.
Advices are useless. They repeat themselves, lament about the importance of finding your way.
April 19, 2023
"D&AD: The Copy Book" is a must-have for anyone serious about mastering the craft of copywriting.
The book is packed with amazing insights and inspiring examples from some of the most talented and respected copywriters in the world. It is truly a masterclass in the art of copywriting and provides invaluable tips and techniques that are sure to help both aspiring and seasoned copywriters alike.
The book is packed with amazing insights and inspiring examples from some of the most talented and respected copywriters in the world. It is truly a masterclass in the art of copywriting and provides invaluable tips and techniques that are sure to help both aspiring and seasoned copywriters alike.
August 10, 2024
There's no better resource for copywriters of any age, skill or level of experience. It's as close as we're ever going to get to a Bible-level source material for crafting words that sell. You'll find ads you love, points of view you disagree with and just about every long copy in-between. After over a decade in the industry, I still believe it's made me a better thinker, if not a better writer altogether.
Have fun with it!
Have fun with it!
January 25, 2021
The book contains all the most interesting copies in advertising over the last (maybe) 30 years. Beautiful examples but coming in a bulky book, so I had to leave it on my desk all the time and read it little by little for inspiration during my working hours.
April 25, 2022
A book that brings together some of the best advice on Copywriting, and not just that - one can refer to the book if s/he is a student looking for ways to improve their essays or into PR where they write Speeches for important people.
It's a good book
It's a good book
May 19, 2017
Copywriting at its classic best. My favorite was Bob levenson. A story teller and a aesthetic copywriter
May 28, 2019
A very enjoyable, and sometimes even enlightening, read.
October 13, 2019
TASCHEN updated this classic in 2018 (again, 3rd edition) and added 5 new writers. Must Have on your shelf if you work in sales and marketing.
December 31, 2019
Definitive copywriting worth revisiting regularly
March 13, 2021
If you write copy, as I do, this is great inspiration.
March 27, 2021
Ads in this book are from another world. What happened to advertising today? No wonder we ignore most of it.
Displaying 1 - 30 of 53 reviews