How Advertising Is Written And Why

by Aesop Glim

A sound, practical manual for every advertising writer, embodying the widely-acclaimed Aesop Glim lessons that appeared in Printer's Ink.Aesop Glim is an advertising agency executive with 25 years' experience, whose first love is the writing of advertising copy. Yet this is not a book of one copy writer's opinions. It is a collection and codification of fundamentals and principles — laboriously discovered for you by successful advertising men and women — tested and proved for you by many millions of dollars spent by advertisers, large and small. Aesop Glim deals in detail with the things that are fundamental, rather than with passing fads and techniques. The book shows clearly and plainly how to put punch and effectiveness into all selling elements of the advertisement, including layout and illustrations, as well as headlines and copy.The junior copy writer will find this an inspiring book, which will help him on his way by giving him a solid grounding in the fundamentals of advertising. The book is full of idea stimulators for senior copy writers and advertising executives, who can also use the book as a refresher and check list on their own work.

150 pages, Paperback

First published January 1, 1945