Ideas are what make advertising great, but they're elusive, which is why great ads are so rare. Advertising: Concept and Copy covers the conceptual process, from developing smart strategy to executing it with strong, distinctive copy. Over two hundred ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising. 点击链接进入中文版： 广告创意与文案(中文版)...(展开全部)

How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing.

Longtime manuscript editor and Chicago Manual of Style guru Carol Fisher Saller has negotiated many a standoff between a writer and editor refusing to compromise on the “rights” and “wrongs” of prose styling. Saller realized that when these sides squared off, it was often the reader who lost. In her search for practical strategies for keeping the peace, The Subversive Copy Edit...(展开全部)

This popular and accessible introduction to phonetics is now available in a fully updated second edition. Peter Ladefoged describes how languages use a variety of different sounds, many of them quite unlike any that occur in well-known languages. Important topics covered in Vowels and Consonants include: * The main forces operating on the sounds of languages * The acoustic c...(展开全部)

This updated edition of Ernest Gellner's classic exploration of the roots of nationalism includes an extended introduction from John Breuilly, tracing the way the field has changed over the past two decades. * As pertinent today as it was when it was first published in 1983. * Argues that nationalism is a product of industrialization. * The new edition includes references to...(展开全部)

This popular and accessible introduction to phonetics is now available in a fully updated second edition. Peter Ladefoged describes how languages use a variety of different sounds, many of them quite unlike any that occur in well-known languages. Important topics covered in Vowels and Consonants include: * The main forces operating on the sounds of languages * The acoustic c...(展开全部)

This updated edition of Ernest Gellner's classic exploration of the roots of nationalism includes an extended introduction from John Breuilly, tracing the way the field has changed over the past two decades. * As pertinent today as it was when it was first published in 1983. * Argues that nationalism is a product of industrialization. * The new edition includes references to...(展开全部)

The second edition of a comprehensive account of all the major aspects of the Japanese economy, substantially updated and expanded. This textbook offers a comprehensive, rigorous but accessible account of all the major aspects of the Japanese economy, grounding its approach in mainstream economics. The second edition has been extensively revised and substantially updated, with ...(展开全部)

The first edition of this book profoundly challenged and divided students of philosophy, sociology, and the history of science when it was published in 1976. In this second edition, Bloor responds in a substantial new Afterword to the heated debates engendered by his book. "Bloor's book came out as a broadside that announced a new approach to the history and philosophy of scien...(展开全部)