by Juan Rey · Ediciones Paidós · tapa blanda · ISBN 9788449304439
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«Palabras para vender, palabras para soñar» is Juan Rey's advertising copywriting manual, published by Ediciones Paidós in paperback (320 pages).
A reference work on advertising writing. The first part sets out the fundamentals of copywriting and the relationship between text and image; the second analyses the key aspects of each medium: letters, brochures, press ads, billboards, radio spots and TV commercials. It combines theory and practice with guidelines and models for creating effective messages.
Published in October 1997, it is part of the Papeles de Comunicación collection (no. 19).
Aimed at communication students and advertising professionals who want to master the writing of advertising pieces.
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