This is a second edition of George Felton's original large-format textbook for students of advertising. Originally published in 1994, the new edition has been fully revised, with new chapters as well as some new ads. Felton teaches copywriting at Columbus College of Art & Design in Ohio, and this book is aimed firmly at a student audience, although its size, wealth of illustration and easy style make it an attractive read for more casual buyers. 

Although he tackles the entire conceptual process from strategy to execution, writing style is Felton's main theme. The book provides a comprehensive nuts-and-bolts analysis of the various skills required by the successful copywriter, with detailed discussion of grammatical tricks and styles. He also supplies an informative commentary on the different approaches required by the main mass-market media, including TV, radio, direct mail. Added to this edition are sections on newer disciplines such as guerrilla marketing or international advertising. A thorough and informative study, but one that is most likely to appeal to entry-level readers hoping to make a career in advertising copy.

Added 8th June 2006