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Broadcast/Cable Copywriting
ISBN: 9780205271436 | 020527143X
Edition: 6thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 7/1/1997
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Orlik's Broadcast Cable Copywriting, 6/e is the latest version of what long has been the most widely used text for learning how to write all types of copy for the electronic media. The book addresses the basic rules and techniques common to audio/visual writing with a depth of coverage unmatched by its competitors, but without assuming any prior writing, production, or advertising experience on the part of the reader. The sixth edition constructs an expansive communication context for copywriting: from basic station IDs, to infomercials, to comprehensive campaign creation. Along the way, the text introduces students to hundreds of current and classic examples of effective copywriting, including scripts, storyboards, and layouts. The text's four part organization begins with coverage of the fundamentals common to all phases of radio/TV scripting. It then moves to two expanded sections on writing for the audio and visual media respectively. The final section focuses on designing and executing complete campaigns for both commercial and public service clients.
| xi | (4) | |||
| Preface | xv | ||||
| PART ONE Copywriting Dimensions | 1 | (157) | |||
| 1 | (14) | |||
| 2 | (2) | |||
| 4 | (2) | |||
| 6 | (1) | |||
| 7 | (1) | |||
| 7 | (2) | |||
| 9 | (1) | |||
| 9 | (1) | |||
| 10 | (3) | |||
| 13 | (2) | |||
| 15 | (11) | |||
| 15 | (3) | |||
| 18 | (7) | |||
| 25 | (1) | |||
| 26 | (28) | |||
| 26 | (10) | |||
| 36 | (3) | |||
| 39 | (3) | |||
| 42 | (10) | |||
| 52 | (1) | |||
| 53 | (1) | |||
| 54 | (35) | |||
| 55 | (10) | |||
| 65 | (20) | |||
| 85 | (2) | |||
| 87 | (1) | |||
| 87 | (2) | |||
| 89 | (23) | |||
| 89 | (8) | |||
| 97 | (13) | |||
| 100 | (10) | |||
| 110 | (1) | |||
| 111 | (1) | |||
| 112 | (46) | |||
| 112 | (9) | |||
| 121 | (15) | |||
| 136 | (8) | |||
| 144 | (4) | |||
| 148 | (6) | |||
| 154 | (2) | |||
| 156 | (2) | |||
| PART TWO Radio Copywriting | 158 | (115) | |||
| 158 | (32) | |||
| 160 | (2) | |||
| 162 | (3) | |||
| 165 | (2) | |||
| 167 | (4) | |||
| 171 | (2) | |||
| 173 | (2) | |||
| 175 | (3) | |||
| 178 | (10) | |||
| 188 | (1) | |||
| 188 | (2) | |||
| 190 | (45) | |||
| 190 | (3) | |||
| 193 | (17) | |||
| 210 | (5) | |||
| 215 | (18) | |||
| 233 | (1) | |||
| 233 | (2) | |||
| 235 | (38) | |||
| 235 | (1) | |||
| 236 | (7) | |||
| 243 | (2) | |||
| 245 | (3) | |||
| 248 | (2) | |||
| 250 | (6) | |||
| 256 | (4) | |||
| 260 | (12) | |||
| 272 | (1) | |||
| PART THREE Television Copywriting | 273 | (132) | |||
| 273 | (48) | |||
| 273 | (19) | |||
| 292 | (8) | |||
| 300 | (3) | |||
| 303 | (14) | |||
| 317 | (3) | |||
| 320 | (1) | |||
| 321 | (41) | |||
| 321 | (2) | |||
| 323 | (9) | |||
| 332 | (1) | |||
| 333 | (9) | |||
| 342 | (10) | |||
| 352 | (5) | |||
| 357 | (3) | |||
| 360 | (2) | |||
| 362 | (43) | |||
| 362 | (1) | |||
| 362 | (6) | |||
| 368 | (11) | |||
| 379 | (4) | |||
| 383 | (4) | |||
| 387 | (11) | |||
| 398 | (5) | |||
| 403 | (1) | |||
| 403 | (2) | |||
| PART FOUR Campaign Copywriting | 405 | (80) | |||
| 405 | (45) | |||
| 405 | (8) | |||
| 413 | (16) | |||
| 429 | (4) | |||
| 433 | (13) | |||
| 446 | (2) | |||
| 448 | (2) | |||
| 450 | (35) | |||
| 451 | (5) | |||
| 455 | (1) | |||
| 456 | (3) | |||
| 459 | (2) | |||
| 461 | (16) | |||
| 477 | (4) | |||
| 481 | (1) | |||
| 482 | (1) | |||
| 483 | (2) | |||
| Index | 485 |
