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Strategic Copywriting
When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising—whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms—are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works—or not—and why.
Investigative Journalism in the United States
"This book presents the history of investigative journalism in the United States. It includes biographical details of various journalists and writers who wrote about possible wrongdoing by businesses and state or federal employees. Several of those discussed helped bring about political and social change as a result of what they exposed. Others focused on individuals who were in positions of power or prestige and who misused their positions for personal gain. Each biographical sketch includes the journalist's name and dates of birth and death, if deceased. The writer's life is summarized, with information pertaining to his or her professional career and major works. Also included is a substantial bibliography"--
Journalism in the United States
"Print and broadcast journalism in the United States have changed in recent years as a result of millions of people using the Internet and social media for obtaining some or most of the information they desire." So notes professor of journalism Edd Applegate, who, after surveying the decline in circulation and advertising revenues of newspapers and broadcast and radio news stations and the rise of cable news and website journalism, outlines in Journalism in the United States: Concepts and Issues the effect of this sea of change on key matters in journalism today. In this work, Applegate updates readers on the current conditions of the print and broadcast industries with chapters on a variety...
Personalities and Products
Profiling such luminaries as Benjamin Franklin, P. T. Barnum, John Wanamaker, and Harley Procter, this book examines the contributions that several prominent individuals have made to advertising in America. The work opens with a discussion of Colonial advertising and the printers, such as Benjamin Franklin, who created it. It then goes on to consider early advertising agents such as Francis Wayland Ayer and the contributions of the great promoter P. T. Barnum. Lydia Pinkham's Vegetable Compound and the advertising of patent medicines is also covered, as is John Wanamaker's impact on retail advertising. The book then examines the advertising style of Albert Lasker, owner of Lord and Thomas advertising agency, as well as Harley Procter's advertising of Ivory soap and Procter & Gamble's first 100 years. Elliot White Springs's use of sex in advertising and the Springs Cotton Mills advertising campaign of the 1940s and 1950s concludes the volume.
American Naturalistic and Realistic Novelists
Realistic writers seek to render accurate representations of the world, and their novels contain authentic details and descriptions of their characters and settings. Like Realistic authors, Naturalistic ones similarly try to portray the world accurately, but they tend to depict the darker side of life. Realism was born in Europe in the nineteenth century and soon became popular in the United States, while Naturalism became prominent at the beginning of the twentieth century. Both traditions have continued in one form or another to the present day, and Realistic and Naturalistic novelists include some of America's most significant authors, such as Sherwood Anderson, Saul Bellow, Ambrose Bierc...
The Rise of Advertising in the United States
In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising “went professional.” In The Rise of Advertising in the United States: A History of Innovation to 1960, Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America’s first class of professional marketers. This entrepreneurial class of new white-collar professionals thrived on innovation in the quest for more publicity, larger clients, and greater sales. Some of the thought-leaders in what remained a no...
Literary Journalism
Literary journalism, a specific type of new journalism, utilizes descriptive detail, realistic dialogue, and dramatic literary techniques to enliven nonfiction reporting. Features of literary journalism have been employed for centuries, and thus it is misleading to call it new. The entries in this reference provide biographical information and critical commentary on literary journalists and editors ranging from Daniel Defoe to Charles Dickens, and Mark Twain to Truman Capote, Joseph Wambaugh, and Bill Moyers. Entries frequently include quotations that exemplify the critical response to the journalist's work, and the volume closes with a bibliography. Though literary journalism is a particula...
Print and Broadcast Journalism
Includes: the advertising principles of American Business.
Advocacy Journalists
"In all likelihood advocacy journalism is the oldest form of reportage. It appears frequently whenever journalists desire to advocate their beliefs or ideas about major political or social problems. In Advocacy Journalists: A Biographical Dictionary of Writers and Editors, Edd Applegate identifies the most notable figures in this field. Each entry contains biographical information about a writer or editor who either wrote advocacy journalism or edited one or more publications that featured such material." "Entries consist of discussions of the journalists' lives, professional careers, major works, and, in some cases, commentary on those works. Among those profiled here are such notables as A...
Muckrakers
Professor Edd Applegate profiles the men and women who either wrote muckraking journalism or edited publications that featured muckraking articles. Some of the most important figures of journalism are here, including Nellie Bly, Upton Sinclair, Lincoln Steffens, George Kennan, Jack London, Frank Norris, Rachel Carson, George Seldes, and I.F. Stone.
