Gabay, J. Jonathan.
Gabay's copywriters' compendium : the definitive professional writer's guide / Copywriters' compendium. J. Jonathan Gabay. - Oxford ; Burlington, Mass. : Elsevier, c2007. - 709 p. : ill. ; 24 cm.
"Revised and updated edition"-cover. Includes index. ISBN-10 on tp verso is incorrectly listed as 0750683021.
The creative briefing process -- Mind your Ps and Qs -- Why use ten words when one will do? -- Is it 'its' or 'it's'? -- Spell well -- Consonants divided by continents -- Do you speak marketese? -- Idioms make the heart grow fonder ... -- Clichés -- Metaphors -- Similes -- Would you rather be cuddly or plump? -- Portmanteaus -- All together now -- Rhyme time -- Tongue twisters -- Words from the wise -- The business of quotes -- Is it a bird? Is it a plane? No, it's a sloganeer -- Today's the day ... -- A world of facts -- Top tips -- So what's new.
0750683201 (pbk.) 9780750683203 (pbk.)
Advertising copy--Handbooks, manuals, etc.
Creative writing--Handbooks, manuals, etc.
HF5825 / .G33 2007
659.132 / GAB 2007
Gabay's copywriters' compendium : the definitive professional writer's guide / Copywriters' compendium. J. Jonathan Gabay. - Oxford ; Burlington, Mass. : Elsevier, c2007. - 709 p. : ill. ; 24 cm.
"Revised and updated edition"-cover. Includes index. ISBN-10 on tp verso is incorrectly listed as 0750683021.
The creative briefing process -- Mind your Ps and Qs -- Why use ten words when one will do? -- Is it 'its' or 'it's'? -- Spell well -- Consonants divided by continents -- Do you speak marketese? -- Idioms make the heart grow fonder ... -- Clichés -- Metaphors -- Similes -- Would you rather be cuddly or plump? -- Portmanteaus -- All together now -- Rhyme time -- Tongue twisters -- Words from the wise -- The business of quotes -- Is it a bird? Is it a plane? No, it's a sloganeer -- Today's the day ... -- A world of facts -- Top tips -- So what's new.
0750683201 (pbk.) 9780750683203 (pbk.)
Advertising copy--Handbooks, manuals, etc.
Creative writing--Handbooks, manuals, etc.
HF5825 / .G33 2007
659.132 / GAB 2007