Includes bibliographical references.

Setting the stage -- Chapter one: The basics -- Chapter two: The advent of modern American consumerism: book one of the advertising bible -- Chapter three: Strategic theory: book two of the advertising bible -- Bringing the strategy to life: creative execution -- Chapter four: How to be a creative copywriter -- Chapter five: Wordsmithing in print -- Chapter six: Wordsmithing in radio -- Chapter seven: Wordsmithing in TV -- Chapter eight: Wordsmithing out-of-home -- Chapter nine: Wordsmithing on the Internet -- Chapter ten: How to do campaigns -- Making a living -- Chapter eleven: Career advise -- Chapter twelve -- Building your portfolio and finding a job -- Putting all together -- Chapter thirteen: Working with the creative briefs -- Chapter fourteen -- The creative briefs -- Chapter fifteen: Odds and ends -- Epilogue -- Resources -- Appendix -- Selected bibliography -- Image credits.

Behind the Manipulation: The Art of Advertising Copywriting reveals the secrets behind the manipulation that is inherent in all brand advertising. It offers readers a step-by-step guide to writing brand advertising for all media, including social media. Readers learn about the history of brand advertising and its role in marketing, as well as the three major strategic theories of brand advertising. They learn how to think creatively and develop their own unique voices for campaigns. The book demonstrates the vital importance of visual thinking in brand advertising and the craft of writing headlines and body copy that support those visuals.Each chapter is rich with full-color advertising examples and includes limbering up exercises that enable readers to put the book's principles into practice. The core chapters teach readers how to create individual ads and commercials, and how to combine them into full, multi-media branding campaigns. The book culminates with twelve creative briefs that readers can use as a starting point in creating campaigns for their own portfolios, which are essential to getting any job as a copywriter.