Masters of Advertising Copy (RLE Marketing) [Hardcover]

This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.

Introduction J. George Frederick1. Advertising Copy and the Writer Frank Irving Fletcher2. The Advertising Writer Who Is Bigger Than His Ad George L. Dyer3. Human Appeals in Copy Bruce Barton4. The Underlying Principles of Good Copy Theodore F. MacMNanus5. Emotion and Style in Advertising copy James Wallen6. Some Lessons I Have Learned in Advertising Claude C. Hopkins7. Copy  Good, Bad and Indifferent Richard A. Foley8. The Research Basis of Copy J. George Frederick9. Axioms of Advertising Joseph H. Appel10. Copy First Kenneth M. Goode11. Making Advertisemnts Read F. R Feland12. Copy Donts J. K. Fraser13. Wanted  By the Dear Public Charles Addison Parker14. Advertisng Copy and the So-Called Average Woman Mrs Christine Frederick15. Believable Advertsing O. A. Owen16. Looking at Copy and Looking Into It Harry E. Cleland17. The Human Side of It Wilbur D. Nesbit18. Copy That Is and Isnt Harry Tipper19. The Sales Power of Good Copy as Demonstrated in Book Advertising Helen Woodward20. The Copy Writers Work Bench John Starr Hewitt21. The Psychology of the Printed Work A. Holmes 22. Simplicity in Advertising Copy Humphrey M. Bourne23. What Makes Good Retail Copy Ruth Leigh24. The Art of VisuallS.