[A505.Ebook] Ebook Free The Caveman Mystique: Pop-Darwinism and the Debates Over Sex, Violence, and Science, by Martha McCaughey

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Has evolution made men promiscuous skirt chasers?� Pop-Darwinian claims about men's irrepressible heterosexuality have become increasingly common, and increasingly common excuses for men's sexual aggression.�The Caveman Mystique traces such claims about the hairier sex through evolutionary science and popular culture.�After outlining the social and historical context of the rise of pop-Darwinism's assertions about male sexuality and their appeal to many men, Martha McCaughey shows how evolutionary discourse can get lived out as the biological truth of male sexuality.

Although evolutionary scientists want to use their theories to solve social problems, evolutionary narratives get invoked by men looking for a Darwinian defense of bad-boy behaviors.�McCaughey argues that evolution has nearly replaced religion as a moral guide for understanding who we are and what we must overcome to be good people.

Bringing together insights from the fields of science studies, body studies, feminist theory and queer theory, The Caveman Mystique offers a fresh understanding of science, science popularization, and the impact of science on men's identities making a convincing case for deconstructing, rather than defending, the caveman.�

• Sales Rank: #677721 in Books
• Published on: 2007-10-21
• Original language: English
• Number of items: 1
• Dimensions: 8.96" h x .38" w x 6.02" l, .53 pounds
• Binding: Paperback
• 176 pages

Review

"The Caveman Mystique sits at the intersection of feminism, cultural studies, science studies, and sociology of the body. As such, it would be an excellent monograph to assign in a class addressing any of these or their intersections. More generally, HBE logic, whether we want it to or not, infuses all of our classrooms. In this sense, we all have an opportunity to question "the [exclusive] right of scientists to comment on complex cultural practices" (p. 128) and to insist on the importance of feminist sociological contributions. For anyone who desires to do so, this book is an excellent way to catch up on the politics and poetics of this compelling and pervasive mythology." -- Lisa Wade, Gender and Society, April 2008

"...McCaughey seeks to shift our understanding of science from a practice and methodology evaluated by objective standards to a cultural discourse influences by social relations and power." --Feminist Collections, Vol. 29, No. 3-4, Summer-Fall 2008

About the Author

Martha McCaughey is Professor of Interdisciplinary Studies and Director of Women's Studies at Appalachian State University. In 1999 she was named the Emerging Woman Scholar in the U.S. by the American Association of University Women.

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1 of 5 people found the following review helpful.
A biased endevour, but is a sexist failure
By Timothy G. Patten
An biased attempt, but fails on many fronts. The author tries very hard to explain male behavior. She wants to explain why MEN rape women, why MEN are aggressive and why MEN ogle women. Phew. She asserts that men are BAD and women are victims, like every other good feminist or women's studies major. She ends up being another female trying to understand men... and she cannot. She is female and not male.
IN THE REAL WORLD, far away from women's academia: WOMEN rape men. WOMEN are aggressive. WOMEN ogle men. All at near the same rates and men do to women! This author should look deep into her own soul to discover her own power driven need to blame aggression on MEN, as that is the motivation for rape. EVERY human has these behaviors. Shame on the author for hating men.

3 of 6 people found the following review helpful.
How science influences society, and vice versa.
By Kelson Kugler
While the author may not be a biologist, she demonstrates how pop-darwinism has influenced mainstream society, often for the worse. I certainly have a lot of respect and interest in Evolutionary Psychology, but this book made me think about a lot of its claims in a different light. An excellent book to read whether your interest is biology or social sciences.

8 of 18 people found the following review helpful.
Recommended, but with Reservations
By J. S. Lewis
This slim volume offers a survey of how Darwinism has been abused in popular science literature to justify the ideology of patriarchy. Unfortunately for the author, her misreading of Darwinism, lack of understanding of Baldwinian selection, as well as some evident philosophical blunders overshadows the important message she conveys. One example of her misunderstanding of Darwinism is in her hypothetical example of how male impotence could be selected for. McCaughey forgets that her example as stated works ONLY if individual organisms are the unit of selection. However, as Dawkins points out, and what is now widely accepted, is that genes are the units of selection. She also tends to hedge considerably with her use of soft language; which, though common in the social sciences, is quite useless to demonstrate anything of value, and tends to mislead uncritical readers.

This book is interesting, and worth reading, but only if read carefully, cautiously, and critically.

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[Y838.Ebook] PDF Ebook On The Road Of The Winds: An Archaeological History of the Pacific Islands befor, by Patrick Vinton Kirch

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• Sales Rank: #17459250 in Books
• Published on: 2000
• Binding: Hardcover

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[B961.Ebook] Ebook Download The Parihaka Woman, by Witi Ihimaera

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A wonderfully surprising, inventive and deeply moving riff on fact and fiction, history and imagination from one of New Zealand's finest and most memorable storytellers. There has never been a New Zealand novel quite like The Parihaka Woman. Richly imaginative and original, weaving together fact and fiction, it sets the remarkable story of Erenora against the historical background of the turbulent and compelling events that occurred in Parihaka during the 1870s and 1880s. Parihaka is the place Erenora calls home, a peaceful Taranaki settlement overcome by war and land confiscation. As her world is threatened, Erenora must find within herself the strength, courage and ingenuity to protect those whom she loves. And, like a Shakespearean heroine, she must change herself before she can take up her greatest challenge and save her exiled husband, Horitana.

• Sales Rank: #347405 in eBooks
• Published on: 2011-10-07
• Released on: 2011-10-07
• Format: Kindle eBook

About the Author
Witi Ihimaera was the first Maori novelist and has now published 12 novels, 6 collections of short stories as well as various works for children. Apart from his work as a writer, Ihimaera has also had careers in teaching, theatre, opera, film and television.

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2 of 2 people found the following review helpful.
An absorbing read
By Bronwen Jones
I was hooked from beginning to end. The novel is a mix of fact and fiction, with notes to let us know which is which. The story is narrated by an elderly, fictional Maori teacher and amateur historian, who extensively quotes a diary by the fictional heroine from Parihaka, Erenora. But the background is the true story of events and actions surrounding the routing of the peaceful Taranaki kainga, Parihaka, in the 1870s and 1880s for the purpose of European settlement--and the efforts by Parihaka women to find their men who were shipped to gaols in the South Island. The Parihaka Woman is heart-rending in places. And as the elderly narrator says, imagine if Pakeha had worked with Maori as partners in those early years of European settlement--New Zealand would have had a strength to rival the (eventually) rotting Empire. This is an excellent novel that tells an important story.

2 of 2 people found the following review helpful.
History as it never has been told before
By donna
I so enjoyed this book that I did not want it to come to an end. I am always drawn to books that offer an education as well as tell a story and I was not disappointed by 'The Parihaka Women'. Ihimaera writes with a very human touch that brings his characters to life and instils their story in the reader's mind. This is a proud yet very sad account of New Zealand history that I encourage all to read.

0 of 0 people found the following review helpful.
JOHN BRYCE'S SHAME - from one of his great great granddaughters.
By Amazon Customer
I am a direct descendant of Taranaki settlers who came out in 1840, and also of the villain of the piece, John Bryce. It gives me no pleasure at all to say that this book distressed and upset me but appears accurately to reflect the consequences of my ancestor's disgraceful and well-recorded conduct. The family has a transcript of the defamation proceedings and many of the criticisms of his and the parliament's handling of the Taranaki land occupation and his conduct in passing legislation to deprive only Maori of their civil rights and condemn so many to indefinite detention without trial are in that transcript. I have also read some of Rusden's history of NZ. Bryce's defamation writ was lodged and dealt with in British courts which had no direct access to Maori oral testimony.

This novel, though imperfect, brings to life the outrages to which the pacifist prophet Te Whiti and the peaceful occupants of Parihaka were subjected to facilitate land grabs (the original TU McKenzie family homestead has been handed back to the local iwi now) and ethnic cleansing. For this I am most grateful. Its vehicle, the story of a truly loyal wife who saves the life of one of his victims through courageous persistence, as Beethoven's Fidelio did, should help Pakeha understand how recently kiwis were prepared to accept that gradually (by dispossession) or violently (by force) ridding the land of the people who occupied it first was legitimate.

I am a human rights advocate and lawyer. I couldn't put the book down.

Moira Rayner

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[C232.Ebook] Free PDF Solo Guitar Playing, Book 1, 4th Edition (Book & CD), by Frederick Noad

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(Music Sales America). Express yourself through the beautiful voice of the solo guitar. Solo Guitar Playing can teach even the person with no previous musical training how to progress from simple single-line melodies to mastery of the guitar as a solo instrument. Fully illustrated with diagrams, photographs, and over 200 musical exercises and repertoire selections, this book offers thorough instruction in every phase of classical guitar playing. Complete coverage of individual skills includes: Basic technique; Reading music, memorizing, and ear-training; Mastering the fingerboard; Building dexterity and speed; Developing tone color and musical phrasing; Position playing; Interpretation; and more. Since its first printing in 1968, Frederick Noad's Solo Guitar Playing has been used by countless students and teachers of classical guitar. The fourth edition features revised and updated exercises and an expanded selection of solo guitar repertoire gleaned from the best-selling Frederick Noad Guitar Anthology.

• Sales Rank: #63568 in Books
• Published on: 2008-12-01
• Released on: 2008-12-01
• Original language: English
• Number of items: 1
• Dimensions: 11.00" h x .70" w x 8.50" l,
• Binding: Paperback
• 254 pages

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13 of 13 people found the following review helpful.
Do not buy digital version
By Jmont
This can really only be read in a physical copy, not a digital one. They have scanned each page, which means you cannot change the font size. I was trying to read it on a full sized monitor and can barely make out the text.

42 of 44 people found the following review helpful.
Using with Instructor
By Supperconductor
I'm taking weekly lessons and this is the book my instructor teaches from. The material is presented very logically and methodically. Over, the past 9 months of use, I can "see" the thought and effort that went into creating and organizing the material. I feel like I'm making progress yet am constantly challenged and engaged by the material. My teacher will also sometimes jump forwards and backwards in the material when he senses my eagerness and frustration, respectively. I will always recommend beginners study with a teacher, there's simply no better way to learn classical guitar IMO. But, if you cannot afford that luxury, you can't go wrong with this book.

So why only four stars then? Because music books should ALWAYS be spiral bound so they will lay flat on the music stand. Publishers take note: release a spiral bound version, and I'll happily buy this book again.

3 of 3 people found the following review helpful.
Great book to learn guitar fundamentally and classically
By mememefromthelalaland
I played guitar before buying this book, but mostly chords and strumming with amateurish picking. I picked up this book to get a more fundamental and classical training with playing music on the guitar. If you are self-learning, you got to be aware of pacing yourself so that you can be adequate with progressing lessons.

The language is good but could be helped with a more detail descriptions with certain lessons or better illustrations. I found myself struggled more than once figuring out whether or not I'm following the instructions correctly. Other than that, it's a big book with songs that can keep you occupied and learning for years.

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This collection of literature attempts to compile many of the classic, timeless works that have stood the test of time and offer them at a reduced, affordable price, in an attractive volume so that everyone can enjoy them.

• Published on: 2014-04-23
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x .28" w x 6.00" l, .39 pounds
• Binding: Paperback
• 122 pages

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[V688.Ebook] PDF Download Combinatorial Problems and Exercises, Second Edition, by L. Lovász

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Combinatorial Problems and Exercises, Second Edition, by L. Lovász

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The aim of this book is to introduce a range of combinatorial methods for those who want to apply these methods in the solution of practical and theoretical problems. Various tricks and techniques are taught by means of exercises. Hints are given in a separate section and a third section contains all solutions in detail. A dictionary section gives definitions of the combinatorial notions occurring in the book.

Combinatorial Problems and Exercises was first published in 1979. This revised edition has the same basic structure but has been brought up to date with a series of exercises on random walks on graphs and their relations to eigenvalues, expansion properties and electrical resistance. In various chapters the author found lines of thought that have been extended in a natural and significant way in recent years. About 60 new exercises (more counting sub-problems) have been added and several solutions have been simplified.

• Sales Rank: #4932243 in Books
• Published on: 1993-08-25
• Ingredients: Example Ingredients
• Original language: English
• Number of items: 1
• Dimensions: 9.21" h x 1.38" w x 6.14" l, 2.34 pounds
• Binding: Hardcover
• 636 pages

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16 of 16 people found the following review helpful.
comprehensive
By A Customer
This text consists purely of exercises and solutions. This seems like a difficult way to learn combinatorics (or any mathematics for that matter) but it is surprisingly effective. Lovasz starts off with simple problems that anyone can solve and quickly moves to more advanced problems. Lovasz's text covers more material than any other introductory combinatorics text I've seen.
For a more traditional (expository) introduction, consider Brualdi's Introductory Combinatorics.

11 of 12 people found the following review helpful.
Buy from AMS; new print available
By S. Oum
This book is certainly excellent; moreover, you can now buy cheaper because it is in print again by AMS.
ISBN: 0821842625

6 of 13 people found the following review helpful.
Superb exposition of combinatorics via problems
By A Customer
This problem book will take the reader from a novice to an expert in the emerging area of discrete mathematics.

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[L242.Ebook] Free Ebook Sisterhood Is Powerful

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• Sales Rank: #5925697 in Books
• Binding: Paperback

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0 of 0 people found the following review helpful.
A MARVELOUS COLLECTION OF WRITINGS FROM THE EARLY WOMEN’S MOVEMENT
By Steven H Propp
This 1970 anthology of writings is perhaps the best single collection of writings from the early days of the “Second Wave” women’s movement. Editor Robin Morgan stated in her Introduction, “This book… was conceived, written, edited, copy-edited, proofread, designed, and illustrated by women… During the year that it took to collectively create this anthology, we women involved had to face specific and very concrete examples of our oppression, with regard to the book itself… Because of the growing consciousness of women’s liberation, and, in some cases, because of articles that women wrote for the book, there were not a few ‘reprisals’: five personal relationships were severed, two couples were divorced and one separated, one woman was forced to withdraw her article by the man she lived with; another’s husband kept rewriting the piece until it was unrecognizable as her own… the deadline kept being pushed further ahead, because the authors had so many other pressures on them---from housework to child care to jobs… We were also delayed by … three pregnancies, one miscarriage, and one birth---plus one abortion and one hysterectomy. Speaking from my own experience… during the past year I twice survived the almost-dissolution of my marriage, was fired from my job (for trying to organize a union and for being in women’s liberation), gave birth to a child, worked on a women’s newspaper, marched and picketed, breast-fed the baby, was arrested on a militant women’s liberation action, spent time in jail, stopped wearing makeup and shaving my legs, started learning Karate, and changed my politics completely. That is, I became, somewhere along the way, a feminist’ committed to a Women’s Revolution.”

The anthology includes essays/articles on Women in Medicine; Women in the Military; Women in Journalism; Women and the Welfare System; Women in Factories; Women in the Catholic Church (by Mary Daly, author of The Church and the Second Sex; Madison Avenue Brainwashing; Birth Control; “Notes of a radical Lesbian”; Sexual Politics (in Literature); “To Be Black and Female”; “The Mexican-American Woman”; “The Politics of Housework”; Self-Defense; etc. It also includes poetry, as well as various historically important documents (e.g., the NOW Bill of Rights; the Redstockings Manifesto; WITCH documents, etc.). Authors include Naomi Weisstein; Mary Jane Sherfey; Kate Millett; Marge Piercy; Florynce Kennedy; Rita Mae Brown; Sylvia Plath; Valerie Solanas (her famous ‘SCUM Manifesto’), and many others.

To give you a brief sample of what is contained herein, Judith Ann’s essay, “The Secretarial Proletariat” states, “This is … one of the most oppressive aspects of female clerical work; since the working conditions were so bad and our daily life so dull, the only bright spots in our lives were our relationships or hoped-for relationships with men. We sought refuge from our oppression as working women in the male supremacist institutions of dating and marriage, and in escapist consumerism of make-up and pretty clothes.” (Pg. 90)

Lucinda Cisler’s article on birth control notes, “It is curious that many Catholic women seek to be sterilized, although, like other good birth-control methods, the procedure is contrary to Church teachings. Perhaps this is because it is easier to confess one single, final big sin than to keep appearing in the confessional week after week saying, ‘Father, I sinned seven times: I took my pills.’” (Pg. 257)

Gene Damon’s essay “The Least of These” includes the statement, “Many years ago, in an issue of ‘The Ladder,’ a reader wrote to the effect that the only thing holding back the civil-rights movement of Lesbians was the many couples living alone together in ‘egoism � deux.’ Very sadly, it is as true today as it was then. We seldom march, seldom picket, but frequently do run away… to our shame, I might add. But a good look at our group condition, to some extent, explains this.” (Pg. 300)

Don’t expect a MODERN collection of writings; these essays were written from 45-50 years ago. But as a comprehensive collection of writings from this crucial early period, it can hardly be bettered.

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[V736.Ebook] Get Free Ebook Eye: The Story Behind the London Eye, by Marks Barfield Architects

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Sweeping one of the world's most famous skylines at 135 metres in height, the London Eye is the largest observational wheel in the world, and provides a spectacular 30 minute 'flight' over the capital. But if it had not been for the vision, commitment and sheer persistence of David Marks and Julia Barfield, the husband and wife team of architects behind the project, the London Eye might never have been built. Eye tells the various stories behind the conception, development, realisation and construction of the capital's newest landmark, including personal and political dramas, corporate conflicts, doubts, risks, obstacles and accidents. Against the backdrop of New Labour's pre-millennium Britain, prominent public figures attacked and defended the project, there were unprecedented design and construction problems to overcome, and Marks and Barfield had to fight every inch of the way to maintain the integrity of their vision.

This seminal moment in British architecture is celebrated through the dazzling photography of Marcus Robinson, insightful writing by The Guardian journalist Steve Rose, with an introduction by Richard Rogers and the clean and modern design of Neville Brody's Research Studios.

• Sales Rank: #4580065 in Books
• Brand: Brand: Black Dog Architecture
• Published on: 2007-10-24
• Original language: English
• Number of items: 1
• Dimensions: 11.29" h x 1.10" w x 9.31" l, 3.16 pounds
• Binding: Hardcover
• 192 pages

Features

• Used Book in Good Condition

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2 of 2 people found the following review helpful.
Wheel: Triumphant
By Andy Orrock
This nice compilation stands as testament to architectural elegance, engineering ingenuity, perseverance and the triumph of two good people filled with passion and creativity. The London Eye started from the brilliant minds of architects (and husband and wife) David Marks and Julia Barfield. In time, "more than 2,000 other people were involved in the Eye's creation." This book takes you from two to 2,000. Like the Eye itself, it's a heck of a ride.

It's standard now to be a great fan of the Eye. But the book skillfully catalogs a different time: that of the beginnings when skepticism and, in some cases, outright hostility threatened to kill the idea in its infancy. It took a couple of well-placed supporters in the press (writer Mira Bar-Hillel and editor Stewart Steven of the Evening Standard) and business (CEO Bob Ayling of British Airways) to make the idea fly.

Still, there was a time when all the smart money and the bandwagon was lined up behind the lamentable Millennium Dome. The difference between the two: behind the Eye was, according to Bob Ayling, "a team that was committed to achieving something...and if something needed to be done we got it done. We took decisions very quickly and we put the financial structure in place to make it succeed. The Dome, on the other hand, was a political project that become a politicised project." In short, doomed for failure.

By the time of the Eye's assembling in the Thames and its hoisting - a technical feat of majesty and a signature event in itself - the world had top-sided. It was Wheel: triumphant. Its outline has become "shorthand for London." The Dome has met a much different history.

Beyond the story the book tells, it's a wonderful picture book. It mixes high-quality color and black & white plates with original sketches and reprints of significant London front pages capturing key events,

1 of 1 people found the following review helpful.
A great book for anyone with a serious interest in the Eye
By pelicanlake71
This is not a book for the casual reader, or as just a souvenir of a visit to the London Eye. This is an in-depth book (TRULY in-depth) that takes you right through all the history, planning, engineering, construction, roadblocks, and eventual realization of this London icon. Photos are just fantastic. You'd have to be a true fan of the Eye (or an engineer or someone in construction) to really read this book from cover to cover. For the rest of us, the book is worth the price for the pictures alone.

1 of 1 people found the following review helpful.
comprehensive
By bigfeatherpen
this book is an excellent one to share with professionals from architects to financial experts. It tells the whole story of the eye from the spark that created the idea, through the benchmarks and tribulations, to the sureal reflection on how it could have gone differently. This amazing story along with the moving visuals make this a must-share, must-own, and must read.

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[X926.Ebook] Free PDF Advertising: Concept and Copy (Third Edition), by George Felton

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The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully.

A classic text now in a new edition, George Felton’s Advertising: Concept and Copy is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing smart strategy to executing it with strong ads―from what to say to how to say it.�

Part 1, Strategies, operates on the premise that the idea beneath an ad’s surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategy into play. It discusses the tools at a copywriter’s command―creating a distinctive brand voice, telling stories, using language powerfully and originally―as well as the wide variety of media and advertising genres that carry and help shape messages. But great executions are elusive. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work.�

In brief, this book shows how to find strong selling ideas and how to express them in fresh, memorable, persuasive ways. The new edition features greatly expanded discussions of guerrilla advertising, interactive advertising, brand voice, storytelling, and the use of social media. Hundreds of ads in full color, both in the book and on an accompanying Web site, demonstrate the best in television, radio, print, and interactive advertising. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer’s copywriting text.

500 color illustrations

• Sales Rank: #120024 in Books
• Brand: Brand: W. W. Norton Company
• Published on: 2013-08-05
• Original language: English
• Number of items: 1
• Dimensions: 11.00" h x .90" w x 8.60" l, 2.86 pounds
• Binding: Paperback
• 320 pages

Features

• Used Book in Good Condition

Review
“The updated third edition . . . continues to provide new generations with a powerful, in-depth approach to creative advertising routines . . . . [A] recommended pick for any business library.” (Midwest Book Review)

“This book should be handed out to every freshman in college instead of taking that freshman comp class. It’s a beautifully written and illustrated exposition of everything you need to know about writing lucid, funny, eye-grabbing, thought-provoking copy, whether for the Web, journalism, or longer forms―like books. Read this instead of Strunk and White; it’s much more useful and to the point.” (Nick Morgan, PhD, communication theorist and coach, founder of Public Words)

“Felton has not just written a course on copywriting techniques, but rather a travelogue through the land of thinking. . . . Even the most long-suffering, jaded, cynical agency ad person will benefit from having this book in the desk drawer and secretly dipping into the ‘Toolbox.’” (Byron Ferris, Communication Arts magazine)

“Finally a book that strips away some of the smoke and mirrors of the creative process and gives students a groundwork for concepting an advertisement. I would recommend it to anyone considering this profession.” (Christopher Cole, vice president/creative director, BBDO, New York)

“Full of incredibly useful stuff that will make anyone thinking about getting into advertising up to speed on the most important part: the Idea.” (Steve Stone, founding partner, Heat, San Francisco)

“The best advertising book I have ever read. Most books overextend with power phrases and industry lingo. Advertising: Concept and Copy, on the other hand, speaks superbly to anybody. I think it’s the clearest and most concise text yet produced for the advertising professional, covering all the most relevant topics without being boring or technical. It’s practical, intelligent, relevant―and my secret weapon.” (Simon Morris, director, P2P Interactive Marketing & Advertising, Melbourne, Australia)

About the Author
George Felton teaches writing and copywriting at Columbus College of Art & Design in Ohio.

Most helpful customer reviews

8 of 9 people found the following review helpful.
Advertising Concept and Copy Remains Relevant
By Edward Boches
Granted advertising as we know it is in the midst of major changes. Message based ads are less and less effective. Agencies and their clients are turning to utility, social media, co-creation, trans media story telling and a host of new ways to overcome consumer indifference as they strain for some of that elusive and scarce attention.

So right off the bat a book titled Advertising Concept and Copy sounds old and dated. But there remains much that is relevant in George Felton's book. The idea that you have to develop a very focused strategy based on knowledge of your product and consumer. The conviction that you still have to find a clever way to get noticed and remembered. The understanding that to invent creative solutions you have to master the skill of looking at a product from a multitude of perspectives.

As an original partner and long-term creative director (ECD, CCO) at Mullen, and now a professor of advertising at Boston University, I still believe that learning how to craft smart, relevant, clever advertising is a foundation for any aspect of advertising today -- traditional, social, digital, or experiential. Learning to identify a problem, develop a brief, explore a range of potential solutions and acquire the standards, taste and judgment to select an idea that will resonate with customers are the basics for any kind of communication, from a modern TV commercial like Dumb Ways to Die, to a fresh content daily campaign such as Oreo's 100th, to native advertising ideas that won't get lost in the sea of mediocre content.

So while this book doesn't really get into the most modern ideas or teams of processes that we see now from the most innovative agencies, it does a marvelous job of introducing the reader and students to the basics of strategy, consumer analysis, concepting, execution and writing. (The latter, sadly, is a dying craft despite the power of words to persuade and inspire.) It also serves as a reminder that creativity or execution for the sake of creativity or execution are as meaningless as a brilliant brief without a remarkable creative execution to bring it to life.

Perhaps most importantly, if you're looking for a book that you can actually use and learn something practical from, Advertising Concept and Copy doesn't simply tell you how things should work or give you examples that do, it strives to help you with solid tips, suggestions, how-to's, starting points, ways to look at problems, etc. As any creative person knows, you inevitably have to teach yourself and find what works best for you when it comes to idea generation, but for the beginner, there is much that's useful in these 256 pages.

I have few small complaints, such as the writer didn't know that Shackleton's recruitment ad is nothing more than urban legend. Or that some of the examples about changing behavior (re smoking and drinking) weren't actually very effective. And, as mentioned earlier, that most of the examples represent the past more than the future. But overall, this is among the better books available for any of the following.

Students who are studying advertising.
Students who aspire to a creative career and want to develop the basic skills and tools.
Teachers and professors who want a solid companion to augment their own approach to the topic.
Young professionals who want a bit more history and an improved frame of reference for the business.

I plan to use it in some of my own introductory classes.

0 of 0 people found the following review helpful.
The most practical book for ad copywriters.
By Chase
I can easily say that, of the dozen copywriting/persuasion books I own, this book is one of the most practical.

It gets all the prerequisite stuff in there (target audience research, how to create a brief, choosing a strategy) and throws in topics people rarely cover, like how to write in a particular voice or writing non-hype headlines.

i recommend this book for newbies and pros alike. And I say that as a mid-level digital copywriter with 4+ years of professional experience.

0 of 0 people found the following review helpful.
Great for an advertising class or teaching yourself.
By lilymilo16
Purchased this book for my Visual and Copywriting class. It has a great mix between pictures and text, and is very easy to read and follow. Would recommend this book for a communication class or just to brush up on advertising concepts.

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