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Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Publishing industry
An invaluable, modern guide to great copywriting, Copy. Righter.
shows you how to write in a way that is brand-literate,
media-savvy, utterly engaging...and irresistibly persuasive. It
will show you how to write great copy in every print and digital
medium. How to use substance, style and structure. How to win
hearts and minds. How to develop brilliant concepts and the
psychology of persuasion. Written by Ian Atkinson - multi
award-winning copywriter and creative director - it's packed with
fascinating examples and compelling content you won't find in any
other copywriting book. In fact, whether you're junior or senior,
enthusiastic amateur or seasoned pro, it may be the only book on
copywriting you'll ever need. And with great copywriting in great
demand, there's never been a better time to discover how to
influence people using nothing more than the words on a page or
screen. Copy. Righter. will show you how.
The defeat of George Armstrong Custer and the Seventh Cavalry at
the Battle of the Little Bighorn was big news in 1876. Newspaper
coverage of the battle initiated hot debates about whether the U.S.
government should change its policy toward American Indians and who
was to blame for the army's loss-the latter, an argument that
ignites passion to this day. In Shooting Arrows and Slinging Mud,
James E. Mueller draws on exhaustive research of period newspapers
to explore press coverage of the famous battle. As he analyzes a
wide range of accounts-some grim, some circumspect, some even laced
with humor-Mueller offers a unique take on the dramatic events that
so shook the American public. Among the many myths surrounding the
Little Bighorn is that journalists of that time were incompetent
hacks who, in response to the stunning news of Custer's defeat,
called for bloodthirsty revenge against the Indians and portrayed
the "boy general" as a glamorous hero who had suffered a martyr's
death. Mueller argues otherwise, explaining that the journalists of
1876 were not uniformly biased against the Indians, and they did a
credible job of describing the battle. They reported facts as they
knew them, wrote thoughtful editorials, and asked important
questions. Although not without their biases, journalists reporting
on the Battle of the Little Bighorn cannot be credited-or
faulted-for creating the legend of Custer's Last Stand. Indeed, as
Mueller reveals, after the initial burst of attention, these
journalists quickly moved on to other stories of their day. It
would be art and popular culture-biographies, paintings, Wild West
shows, novels, and movies-that would forever embed the Last Stand
in the American psyche.
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