Gabay's Copywriters' Compendium: The Definitive Professional Writer's GuideMarketers, creative writers, and individuals for whom copywriting forms part of their job are often required to produce innovative and engaging copy in a short space of time. Creativity is not always to hand, and therefore on some occasions additional help is required to find the right phrase, description or slogan. Gabay's Copywriting Compendium contains a wealth of inspiring tips, ideas and descriptions to aid the writing process, such as advice on spelling and grammar, examples of rhyming words, suggested euphemisms, and odd facts. |
Contents
Introduction | 6 |
1 The creative briefing process | 11 |
2 Mind your Ps and Qs | 21 |
3 Why use ten words when one will do? | 57 |
4 Is it its or its? | 75 |
5 Spell well | 153 |
6 Consonants divided by continents | 167 |
7 Do you speak marketese? | 191 |
14 All together now | 423 |
15 Rhyme time | 433 |
16 Tongue twisters | 461 |
17 Words from the wise | 471 |
18 The business of quotes | 529 |
19 Is it a bird? Is it a plane? No its a sloganeer | 575 |
20 Todays the day | 605 |
21 A world of facts | 649 |
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Gabay's Copywriters' Compendium: The Definitive Professional Writer's Guide J. Jonathan Gabay No preview available - 2005 |
Common terms and phrases
adjective adverb advertising American Anonymous bird Birth Brand origins Britain British called Chiasmus clichés comma common copy copywriters creative dead Death direct mail English Etymology euphemism example feature fish French proverb Gabay George Garrett George MacDonald Fraser glance heart Henry Honore de Balzac idioms Ivan Doig James John keep Latin proverb letter live London look Loquacious language Margaret Mitchell Mark Twain marketing meaning Medieval words Metaphors mind never noun one's Oscar Wilde person phrase play plural portmanteau product or service pronouns punctuation Ralph Waldo Emerson reader refers Robert sentence shot slogan someone sound spelling Stephen King talking TC Boyle television thing Thomas Thomas Fuller Three syllables Tom Wicker Top tips Twisted truths verb walk William Shakespeare write Yiddish proverb York