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If you want "theory" lookup Bernays and read his books about propaganda. Something more practical is anything David Oglivy has written. For copywriting check ou
by jsonne 6y ago
If you want "theory" lookup Bernays and read his books about propaganda. Something more practical is anything David Oglivy has written. For copywriting check out "The Adweek Copywriting Handbook" by Sugarman. Unfortunately, I can't recommend any design specific books as I'm a media buyer and trash at design.
- yodon 6y agoI'd go one step farther from "read anything David Ogilvy has written" to "read everything David Ogilvy has written" starting with Ogilvy on Advertising. It's fun and light and valuable even if some of the ads do feel wonderfully retro (they were not retro, however, they were incredibly disruptive innovations that worked so well they redefined how we think about business communication, and this is where they started). The man did invent the notion of modern quantitatively driven marketing, after all. Yes, some of the things he talks about pertain to an earlier era, but all of them remain relevant today and there is value in thinking about how to translate concepts he discussed for print advertising to online contexts.