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What is Copywriting?

Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...Ideas First. Words Follow Absolut: Absolut Origin In this new campaign, Absolut has shifted its focus. After years of punning headlines that paired the Absolut name with cool or contemporary artists and designers, as well...

Advertising, Branding, and Packaging

Steven Brower

Steven Brower is an award-winning graphic designer and writer, and teaches at Marywood University, Scranton, USA. Author affiliation details are correct at time of print publication.

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Inside Art Direction : Interviews and Case Studies

Fairchild Books, 2016

Book chapter

...These three disciplines practice the art of persuasion. Advertising attempts to convince the audience to buy their product or accept their point of view; likewise branding to recognize a corporation or institution as having a singular...

Newspapers and Magazines

Steven Brower

Steven Brower is an award-winning graphic designer and writer, and teaches at Marywood University, Scranton, USA. Author affiliation details are correct at time of print publication.

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Inside Art Direction : Interviews and Case Studies

Fairchild Books, 2016

Book chapter

...Photo of Steven Heller, 1969.Since the early 1990s, when the digital revolution began, pundits have been declaring that print is dead. A quarter of a century later and newspapers and magazines still exist, with apparently no plans...