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Breakthrough Advertising
Description
"Breakthrough Advertising" is excellent in its analysis of advertising and the marketplace. Schwartz was an advocate of the idea that advertising could not create demand but it could channel it to a certain product. He referred to demand as "Mass Desire" and believed that there had to be some level of desire before a product could be offered and sold profitably. An example he uses is that of weight loss. There is a huge mass desire to lose weight and, as a consequence, a demand for weight loss products. The job of the copywriter, according to Schwartz, is to tap into that demand and channel it to the particular product the copywriter is selling.
Schwartz continues throughout the book to analyze the make-up of a good advertisement, focusing heavily on the headline as being the make-or-break item of any good advertisement. He then continues in a discussion and analysis of the body of an advertisement as well as giving his opinion on some aspects of layout. He admittedly doesn't spend much time on the subject of layout, but his discussion of layout is quite revelatory.
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