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Behind the Manipulation

The Art of Advertising Copywriting (Second Edition)
By William Barre
©2019, 244 pages
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Starting at $85.95 (print)

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Behind the Manipulation

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    Cognella Active Learning is available with this title

    Cognella Active Learning
    is available with this title.
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    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.

    Students 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 students how to create individual ads and commercials, and how to combine them into full, multimedia 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.

    Successfully class-tested in the first edition, Behind the Manipulation: The Art of Advertising Copywriting is the ideal choice for courses in copywriting, advanced copywriting, and portfolio-creation, as well as introductory advertising, mass communication, and popular culture courses.

    William Barre was a writer and creative director for 30 years at a variety of Chicago ad agencies, including JWT, Foote, Cone & Belding, and Campbell-Ewald. He has done award-winning work for many of the world’s most famous brands and companies including Gatorade, Van Camp’s, Hallmark, McDonald’s, Gillette, Kellogg, and dozens more. His awards are among the most prestigious in the industry, including Communication Arts’ “Award of Merit,” the Effie, Advertising Age’s “Top Ten Print Campaigns,” and the Clio. Professor Barre earned his M.S. degree from the University of Illinois at Champaign-Urbana and began teaching 15 years ago at Kent State University, then the University of Wisconsin, and finally Central Michigan University.
    Cognella Active Learning is available for this title! Adopting instructors can provide students with dynamic online learning activities that reinforce key concepts from the text, provide engaging educational experiences, support various learning styles, and make coursework fun. Please note: students must purchase the Cognella Active Learning component to access the course activities online.

    Cognella Active Learning activities for this title include:

    • Digital flashcards designed to help students learn and drill key terminology
    • 3 practice quizzes with 60 questions
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    Publisher Direct Versions - Available through the Cognella Student Store

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    Publisher Direct Paperback These special, discounted paperback editions are sold exclusively through the Cognella Student Store ( for confirmed adoptions. They are not available through other retailers. The books are printed on demand, do not have an ISBN, and are not intended for resale, which results in savings we pass along to students. Most Publisher Direct paperbacks also come with free, immediate access to the first 30% of the ebook.
    $77.95 Publisher Direct Ebook Publisher Direct ebooks are available for download from your Cognella account immediately after purchase and provide access for 180 days. They must be accessed via Adobe Digital Editions, a free software program.

    Bookstore Pricing (MSRP)

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    Binder Ready/Loose Leaf
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    Binder Ready versions have pages that are loose leaf, three-hole punched, and fit into any standard three-ring binder (not included). They are fully typeset, include front and back covers, and are available at a discount compared to standard paperbacks.
    $107.95 Paperback
    Standard paperback version.
    $80.96 Ebook
    Ebooks are available for individual purchase (180-day access) through either RedShelf or VitalSource.
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    Inclusive Access Ebook
    We partner with both RedShelf and VitalSource to provide day-one access to students through your campus bookstore.
    $107.95 Paperback + Cognella Active Learning Code
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    Cognella Active Learning provides students with dynamic online content within a custom digital learning environment.
    $172.95 Hardcover
    Great for libraries and rental programs.
    Other Formats
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    Other formats (spiral bind, perforated, etc.) may be available.
    $24.95 Standalone Cognella Active Learning
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    Cognella Active Learning provides dynamic online content within a custom digital learning environment. Does not include the ebook.
    Adopting instructors will receive PowerPoint slides.