Cum se scrie în publicitate: William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves în dialog cu Denis Higgins

by Denis Higgins, Florin Dumitrescu (Foreword, translator), Iulia Serafim (Translator)

„Elementul cel mai important în scrierea reclamelor de succes este produsul însuşi. Magia stă în produs.“ (William Bernbach)
„Noi căutăm de fiecare dată povestea produsului, acel atribut specific lui care îl menţine pe piaţă.“ (Leo Burnett)
„Un copywriter ar trebui să fie vesel şi optimist, nu cinic; greşeşte dacă respinge viaţa, iar a fi cinic înseamnă să respingi viaţa.“ (George Gribbin)
„Nu scriu pentru mulţime. Încerc să scriu ca de la om la om, la persoana a doua singular.“ David Ogilvy
„Nu spun că o reclamă fermecătoare, inteligentă şi caldă nu vinde. Spun doar că am văzut mii de campanii fermecătoare şi inteligente care nu au vândut produsul.“ (Rosser Reeves)
„Marii copywriteri ai secolului XX, adulaţi cândva ca nişte vedete de cinema, sunt preţuiţi azi ca nişte profeţi. Numele lor au devenit la rându-le branduri. Fiecare defineşte în prezent câte o cale majoră, câte o magistrală pe ruta comunicării comerciale: Ogilvy – fenomenologia produsului; Reeves – focusul pe eficienţă; Burnett – efectul dramatic; Gribbin – forţa de a capta atenţia; Bernbach – persuasiunea abilă, surprinzătoare... Denis Higgins îi înfruntă pe aceşti maeştri ai seducţiei cu o abilă ştiinţă a manipulării intervievistice, menită să-i flateze, să le dejoace tentaţiile de lăudăroşenie corporatistă şi să le dezvăluie astfel intimitatea laboratorului creativ.“ (Florin Dumitrescu)
„Cele cinci interviuri cuprinse aici îl vor captiva şi pe cititorul interesat de arta de a scrie texte publicitare, şi pe cel interesat de scris în general. Avem de-a face cu nişte maeştri ai publicităţii, care vorbesc – nu scriu – informal, liber şi convingător despre arta lor, despre competenţele, ideile, conceptele şi idealurile lor.“ (S.R. Bernstein, Advertising Age)

Genres: Business, Writing, Nonfiction

144 pages, Paperback

First published January 1, 1968

Reviews

[Vowen · Rating 4 out of 5]

An interesting look inside the minds of 5 of the greatest copywriters of all time. It helps to know that they fear the same thing as the rest of us - that the next time they go to write an ad, the ideas just won't come. While most of them agree that knowing your product inside and out, finding the inherent truth or drama of the product and being an avid consumer of culture (books, movies, travel, etc.) are important, when it comes right down to it, even the greats agree there's no formula that exists for how to write a good ad. You simply have to work hard at it, look at it from different angles and figure out what's going to grab the consumer's attention. All in a day's work.

[Santhosh · Rating 4 out of 5]

Nice and breezy read. Short interviews with 5 of the best known names in the copywriting business by Denis Higgins of Advertising Age. About the industry, their personal styles, their views on what makes good copy, how to write good copy, the lack of any fixed formula, etc. As the book cover states, these are conversations, meaning the interviews are unedited, and thus provide a further compelling portrait of their characters with the book also narrating what happens between questions, how the interviewees initially understood a particular question, their comebacks, how they dismissively get to the point, etc.

[Marc · Rating 5 out of 5]

The names, for those in the field of advertising, are far from obscure... These are the people who have redefined advertising for the rest of us. From a copyrighter's perspective, These conversations are priceless.

The only hope, is that all ad people would actually read and learn from it... the world would surely benefit...

[Laurence · Rating 5 out of 5]

Views on how to write Ads by the greatest copywriters in history of advertising. From the people who made VW famous, created Tony the Tiger, made you say, "Melts in your mouth, not in your hands.."

[Lincoln · Rating 3 out of 5]

These guys are great pragmatist, the true science is not in this book but there interviews are interesting. It is all dialogue with the interview and there opinions.

[Domiron]

I'm an ARTISTE you CANNOT tell me where to put, or even TO put, your logo!! We will use FASHION CAT!!! Do NOT fuck with us Advertisers from the 60s we are NOT talentless hacks!!

[Mercedes Reichmann · Rating 5 out of 5]

Good, solid and classical advices and perspectives which are still relevant almost 60 years after being published for the first time.

[Jon Ellms · Rating 4 out of 5]

Quick read, and a good glimpse into the heads of legendary ad men.

[Mohammad Haddadi · Rating 4 out of 5]

کتاب نویسندگان قدیمی تبلیغات امریکا رو مورد بررسی قرار داده که البته الان نوع تبلیغات به اون شکا منسوخ شده ولی در ایران کاربرد داره البته هسته اصلی تبلیغات صابته فقط نوع نگارش عوض میشه

[Jitariu Catalin · Rating 3 out of 5]

Interesanta dar fără substanță solida. Câteva idei de gândit.

[Anirudh · Rating 4 out of 5]

Advertising has always fascinated me and I often tried to get into copy writing without much success (either the salary offered was low or I simply wasn't selected). This book was my inspiration in those days and it is still a great read.

Comprising of interviews with five of the greatest advertisers that ever lived, it provides an amazing glimpse inside the mind of these visionaries and how they view their legacy.

Insightful, interesting, thoroughly entertaining and a no holds barred account of this enchanting world; The Art of Advertising is a must read for anyone who has ever been interested in the big, bad world of advertising.. .

[John · Rating 5 out of 5]

A must read for anybody trying to define passion in life. Here's some perspectives. One of the most comprehensive books in the world surrounding the love of an industry (Advertising) from 5 of the greatest in history.

[Erick · Rating 4 out of 5]

Bernbach Rules!

[Veronica Veverica · Rating 5 out of 5]

Good one

[Book Lover · Rating 3 out of 5]

relaxing reading :)
You do not read it to become better copywriter, you will read it to meet the people behind "the greatest copywriters"!
....sort of David Ogilvy words:
"I'm not writing for the crowd. I try to write from man to man, to the second person singular. "
(„Nu scriu pentru mulţime. Încerc să scriu ca de la om la om, la persoana a doua singular.“)

[Yasheve · Rating 3 out of 5]

La mejor parte son los extractos de los anuncios originales