- Paperback: 446 pages
- Publisher: Copy Workshop; 3 edition (March 2002)
- Language: English
- ISBN-10: 1887229124
- ISBN-13: 978-1887229128
- Product Dimensions: 7.2 x 1 x 9 inches
- Shipping Weight: 2 pounds (View shipping rates and policies)
- Average Customer Review: 23 customer reviews
- Amazon Best Sellers Rank: #1,903,856 in Books (See Top 100 in Books)
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The Copy Workshop Workbook 2002 3rd Edition
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"Bruce's book is a great introduction to a craft that is partly art, partly business, and he addresses both in full measure." --Luke Sullivan. Author - Hey Whipple, Squeeze This.<br \><br \>"Don't read this book. It has too many of our secrets." --Alex Bogusky - Crispin Porter + Bogusky<br \><br \>"Now digitally enhancing the chances that you won't suck" --Jeff Goodby - Goodby Silverstein & Partners
"Don't read this book. It has too many of our secrets." --Alex Bogusky - Crispin Porter + Bogusky
"Bruce's book is a great introduction to a craft that is partly art, partly business, and he addresses both in full measure." --Luke Sullivan. Author - Hey Whipple, Squeeze This. --This text refers to an out of print or unavailable edition of this title.
About the Author
"One of Chicago's creative superstars." He was an award-winning copywriter - first at JWT, then Dave Kennedy (co-founder of Wieden + Kennedy, the Nike agency). Then he became the youngest-ever VP Creative Director at Leo Burnett.
As a "Creative Consultant," he helped Apple Computer with strategy systems, recorded with Rock & Roll legends, and was Creative Director for a President of the United States. --This text refers to an out of print or unavailable edition of this title.
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Top customer reviews
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The first problem: the book is written in a choppy, telegraphic style. I'm sure that was a boffo concept for a one-page ad in the 70s. But after a hundred pages of it, this monotonous patter of sentence fragments becomes annoying. After four hundred pages, you want to insert spikes in your eyes to make it stop.
On top of that, the book is set in 14-point Times Roman -- perhaps just right for sight-impaired elderly readers who need a Large Type edition, but way too large for comfortable normal reading. Again, it appears that this layout was borrowed from the predominant style of print ads that ran in the 70s.
The book is littered with numerous layout gaffes that are the result of plain old laziness. Text that didn't fit on a page was simply sliced off rather than refit. Inexcusably amateurish.
And sometimes the author comes across as, well, clueless. I mean, have you ever heard Eveready's Energizer Bunny referred to as The Pink Bunny?? Me neither.
But the author inexplicably insists on calling Energizer's mascot The Pink Bunny -- even while displaying an example Energizer ad that clearly says "Energizer Bunny" in its headline. That's just not paying attention, and after a few clunkers like these, you begin to seriously doubt the author's credibility.
This book's publication date says 2002, but you won't see anything about Internet marketing here, aside from a really brief mention in the foreword. Occasional semi-contemporary references to "word processing" and "electronic media" notwithstanding, the book reads like it was written in an age when typewriters and carbon paper ruled the earth.
I've seen this before: a hopelessly old-school pedagogue trying to cling to the tatters of relevance by throwing around outdated buzzwords, and missing the mark with much of his commentary. It ain't pretty.
On the upside, the book has some helpful tips, and some insights that are on-target -- if you can glean them from the self-affected text.
Bottom line, it's the example ads -- for print, TV, and radio -- that hold any redeeming value for this book. The good examples are plentiful, and for the most part, worth studying.
Too bad the accompanying text doesn't rise to the same standards.
It lays a solid foundation in advertising history, marketing strategy, and copywriting. Even demonstrates how to write various types of advertising. It's no hyperbole to state that it is a whole course on copywriting fundamentals between two covers!
If you are serious about becoming a copywriter, your best move is to get this book first.
Most recent customer reviews
I teach copywriting with this book. And although the layout style with the big type takes some getting used to, the extensive expertise,...Read more