D&AD. The Copy Book - Reviews

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"The UK based D&AD has access to some of the world’s best advertising and advertising thinkers, and TASCHEN has a well founded reputation as one of the world’s best publishers. Put them together and you’ve got yourself a bloody good book about words that sell."— NZ Marketing, New Zealand, New Zealand
"Nachdem der Band D&AD 2009 sich einen Riesen-Erfolg einheimste, leisten die Autoren mit dem aktuellen Band der kreativsten Hochleistungen des Jahres 2010 Nachschub. ... Dieses Jahrbuch ist als Referenzwerk für alle, die sich für Kreativität, Kommunikation, Design oder Werbung interessieren, ein absolutes Muss."— Lounge Magazine, Zürich, Switzerland
"The TASCHEN D&AD Annual is an absolute must-have reference work for anyone interested in creativity, communication, design, or advertising, with the previous volume for 2009 having been published worldwide by TASCHEN."— Iwtra.com
"Il libro è molto bello. E la copertina è certamente originale. TASCHEN pubblica questo Copy Book, che spiega come i pubblicitari costruiscono le campagne di successo. Chiaro che per farlo devono conoscere bene i meccanismi della mente che legge e che vede. Infatti, opportunamente, l'editore dota il libro di una sovraccoperta nella quale l'Interaction Laboratory di Londra fornisce i punti di maggior attenzione e il percorso che seguirà l'occhio nel guardare il libro. Come a dire: sappiamo cosa vi attirerà e quanto!"— Domenica - Il Sole 24 Ore, Milano, Italy
"Già il padre del Futurismo, Filippo Tommaso Marinetti, aveva provato a definire l'anima della pubblicità: 'La massima originalità, la massima sintesi, il massimo dinamismo, la massima simultaneità e la massima portata mondiale'. Ma come si fa una buona pubblicità? Come scrivere testi che siano di facile intuizione e che restino per anni nella memoria collettiva? Quali tecniche utilizzare per creare un banner d'effetto? La risposta si trova tra le pagine di The Copy Book (edizioni TASCHEN ... ), un nuovo manuale di D&AD ... Il libro rappresenta una sorta di Bibbia per i direttori creativi che vogliono realizzare campagne pubblicitarie d'impatto, ma offre anche validi strumenti sul web."— Il Venerdì - La Repubblica, Roma, Italy
"The book, which is unusual for awards books today, is full of ads of substance. With beautifully written copy that presents a compelling argument or tells a story. It's a book that recognizes the power of words. Full of ads that cater not to the lowest common denominator but that recognize that there are thoughtful, intelligent people in the world who can actually read--and will--if you offer them something worthwhile…There are, sadly, people in our business who stop investing in their careers once they're in their jobs. They form a tight solipsistic circle and learn only from people around them--never allowing an outside or extraneous thought inside their closed system. You should never stop learning. And with this book, for just $40 or so, you can learn from some of the best."— Adaged.com
"Thumbing through the book reveals all sorts of adverts, some you may recognize and some you may not, but all have influenced society in one way or another over the years. So get yourself ready for impact, stimulating images/text and what the writers themselves think of the work and how the ideas came to fruition."— The Rad Dad Collective Blog, Derby, United States
"Wer also heute etwas schreibt, und sei es nur eine E-Mail oder ein Twitterfeed, kann in The Copy Book etwas lernen."— Süddeutsche Zeitung, München, Germany
"Anleitungen für das Schreiben in der Gegenwart: Der Bildband The Copy Book legt die Kunst des Werbetextens dar."— Süddeutsche Zeitung, München, Germany
„Die Lektionen aus diesem Buch werden Ihnen helfen, klarere und überzeugendere Argumente zu finden, egal ob Sie eine inspirierende Rede, eine ansprechende Bannerwerbung oder einen Brief schreiben müssen. Dieses Buch ist nicht nur ein Muss für Profis in Werbung und Marketing, sondern fällt auch in die Kategorie ‚Sollte man haben’ für jeden, der Menschen überzeugen will, sei es durch Websiten, auf Papier oder in Person.“— susannestrobach.at, Austria
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D&AD. The Copy Book

D&AD. The Copy Book

D&AD
Hardcover, 9.8 x 12.5 in., 368 pages
$ 59.99

Online currently not available
  • See also
D&AD 2013
D&AD 2013
Hardcover, 9.5 x 10.2 in., 592 pages
$ 69.99

Latest and greatest: the prestigious annual for creative professionals
Game Changers. The Evolution of Advertising
Game Changers. The Evolution of Advertising
Hardcover, 9.8 x 12.4 in., 312 pages
$ 69.99

Where great ideas come to roar: The campaigns that changed the advertising industry forever