Copywriting 101 - What Was That Number Again? : Crimes Against Advertising, and How to Prevent Them

The intersection of art and science is where legends are born. Luminaries as diverse as Beethoven, Rembrandt and Frank Lloyd Wright knew that a thorough understanding of the fundamentals allowed for a seamless handoff to seemingly unbridled creativity. Now, no book can teach you to be talented. However, this one aims to find the sweet spot between the time-honored foundational principles of marketing, and the stories behind iconic works to serve as inspiration and unleash talent. And while the primary focus is on the copywriting that leads to great radio commercials, there are plenty of takeaways for anyone creating any kind of advertising. Even your next Craigslist add will benefit from the information contained here. Need a different metaphor? It's cool to be able to throw a baseball at 102mph. Except that tons of people can throw a ball 102mph. If you're lucky enough to get the guidance to show you where the strike zone is, the wisdom to know when to throw the fastball versus your other pitches, and the inspiration to pursue mastery, you might just wind up in the Hall of Fame. More than four decades ago, someone saw raw talent in Neil Hedley. They gave him exactly the same information you'll find in the pages of this book. Six months later, Neil won the first of a laundry list of national and international awards for commercials he's written. Your mileage, as they say, may vary. But you'll have access to the same foundation that led to an entire career.

Continental Theory Buffalo is the inaugural volume of the Humanities to the Rescue book series, a public humanities project dedicated to discussing the role of the arts and humanities today. This book is a collaborative act of humanistic renewal that builds on the transcontinental legacy of May 1968 to offer insightful readings of the cultural (d)evolution of the last fifty years. The volume contributors revisit, reclaim and reassess the "revolutionary" legacy of May 1968 in light of the urgency of the present and the future. Their essays are effective illustrations of the potential of such interpretive traditions as philosophy, literature and cultural criticism to run interference with (and offer alternatives to) the instrumentalist logic and predatory structures that are reducing the world to a collection of quantifiable and tradeable resources. The book will be of interest to cultural historians and theorists, media studies scholars, political scientists, and students of French and Francophone literature and culture on both sides of the Atlantic.