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I too am a copywriter and, for the first time, empathised almost entirely with what a fellow writer was saying.
You see, the subject matter is steeped in misunderstanding. What the aspiring writer needs to know is that almost all copywriting is about selling.
Robert Bly understands this, and communicates it well. He knows it's not about clever headlines; it's not about puns; it's not about abstract concepts. Yes, the copywriter is a salesperson - one who is paid by his clients to sell their products.
This book recognises this with a relish. It urges us to identify the USP (that which makes a product different and saleable) and to put it right up-front, to deliver simple messages that everyone can understand, and to write precisely for the intended audience.
Bly's comprehensive guide covers pr! ints ads, brochures, radio and TV commercials, direct mail and PR material. There are also chapters on getting a great job in an agency, and going freelance.
The only element with which I would take issue is Bly's somewhat dismissive attitude towards graphic design. I can think of many designers and art directors who would be hopping mad over Bly's comments about `fancy visuals' that don't add to the selling process, and about the limited value of white space. Surely someone who has worked so much with designers knows about their contribution to the `pickupability' of advertising material? A minor quibble, but a valid one.
I'm a technical writer (not a copywriter), but felt that this book had good things to offer. I think it also helped define my own style of writing.
If you are into freelancing and consulting, I'd also highly recommend his 'Six Figure Consultant' book. He gives a lot of good practical advice and seems to have a lot of experience.
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I enjoy reading post-apocalyptic stories; I suppose it's a morbid fascination -- you know, what would I do in the same situation? Other books in this genre that I've enjoyed include Swan Song and War Day but Malevil is one of the most original stories in this regard. For one, it doesn't take place in the United States; it takes place in France on a wine estate (hopefully I'm recalling this correctly?) The characters who survive happen to be in the wine cellar at the time that the bomb is dropped. Robert Merle's imagination introduces the reader to characters and situations that are amazing in their uniqueness and visual vividness. There is also a love story that is like no other love story I've ever read. Touching, beautiful and original.
If the publishers are reading this, please bring this book back into print. It truly deserves it.
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I consider Robert Roth's book, '"The Natural Law Party: A Reason to Vote'" to be one of the most important books of the latter part of the twentieth century. It infuriated me. It enlightened me. I believe the Natural Law Party is the political mechanism of choice for decades to come.
I consider myself to be politically very well informed, but until I read 'The Natural Law Party: A Reason to Vote,' I had no idea how the Republicans and Democrats have blatantly and consistently violated the very spirit of our country's tradition of democracy for which they claim to stand, making it virtually impossible for Third Party organizations or candidates to effectively engage the American political process.
Having continually thwarted any attempt by Third Party candidates to present themselves to the electorate in a viable way, the two parties then assert that it is necessary to eliminate Third Party candidates from debates, joint television appearances and other forums and activities that should be open to all-by claiming that they are not viable candidates. The level of this hypocrisy is shocking.
That Americans have indulged this silencing of their voice for so long is the real shocker. I am certain that it is because most people do not know the extent to which their rights under our founding political mandate have been denied.
It might be argued that none of this would matter a great deal if we were all satisfied with our current reality, but when the vast majority of Americans are deeply unhappy with their political system and the values which run their government, not to be able to do anything about it produces a palpable national frustration, leading from disappointment to anger to apathy-and that is the death knell of any democracy.
We have run out of time on this issue. That's why I am supporting and joining the efforts of the Natural Law Party to reopen the American political process and reform the democratic system, to provide our citizens with true choice once again. I have chosen this particular party because I profoundly agree with the basis of its positions on the major issues confronting the human family -a basis in natural law.
To me the term 'natural law' means the ordinary and exquisite functioning of the Universe when it is left to its own devices. Can such universal life principles be applied in any practical way to a human system of politics and governance? The answer is, profoundly, yes. Indeed, it is the ignoring of such basic laws and principles which leads to our peril.
I am proud to take a political stand in America at this crucial stage in our history. Proud because the Natural Law Party gives me a party, a political philosophy, and candidates of which I can be proud-and with which my soul deeply agrees. It has been a very long time since I have been able to say that.
Roth's personal and powerful first person narration leaps off the page. As press secretary for the NLP, the fastest growing political party in America, he has stood on the front lines of third-party battles to reclaim democracy, and to regain third-party access to the ballot, debates, and airwaves. He begins by taking us there, and unmasking our democracy to be the most exclusionary and undemocratic of any on earth.
"...Republicans and Democrats have written the laws that grant themselves automatic access to the ballot. On the other hand, in 1998, a new party must collect over 5 million valid signatures to run a full slate of candidates nationwide."
This is only the first hurdle in an obstacle course built by the two major parties, and supported by the mainstream press. We hear harrowing experiences of NLP volunteers who, in 1996, faced unconstitutional opposition from the Federal Communications Commission, the Federal Election Commission, and the courts (whose members are all either Democrats or Republicans) and still achieved ballot access for NLP candidates in fifty states. And we share in their exhilarating discovery that it is possible to meet the challenge of a nation in transition.
That transition from a world of disconnected, selfish, quarreling factions to one of purpose and unity, is profoundly described by the doctors, scientists, teachers, and farmers that Roth interviews. We learn how intimate "natural law" is to our lives from world-renowned Unified Field physicist and NLP Presidential candidate, Dr. John Hagelin.
"Everything we accomplish is achieved by applying natural laws," he says. ''We have the electric light courtesy of technologies that apply natural law, a man walked on the moon and a rover scoured the surface of Mars because of technologies that harness natural law, and we treat our sick with medicines that utilize laws of nature.
"The problem is that technologies can be used for good or for bad....With so much money invested in the research and development of new technologies, these technologies often get shoved into the marketplace before they are adequately tested for safety. To protect their investments, these industries also pour megabucks into the treasure chests of both the Republican and Democratic parties."
And the amazingly simple solution - the NLP's fool proof formula for assessing new technologies - only that they must work! It rings true even in sound bitten ears. Mike Tompkins, NLP Vice-Presidential candidate, and descendant of former Presidents John Adams and John Quincy Adams, tells us why, enlightening us about our nation's natural law origins,
"... before the Republicans, before the Democrats, before all the other political parties there was natural law. One of the founders of our country, John Adams, called natural law 'the Great Legislator of the Universe.' And in the Declaration of Independence, Thomas Jefferson, in the very beginning of the document, derived our very existence as a country and also all our rights from what he called the 'laws of nature.'
"...Our founders believed that if we could gain knowledge of natural law, of how it operates both inside us and all around us, then we would grow as individuals and also as a nation."
For the facts about genetic engineering that few reporters are aware of or brave enough to print Roth turns to Dr. John Fagan, the leading molecular biologist who in 1994 returned $614,000 in grant money and withdrew proposals for $1.25 million more from the National Institutes of Health in protest of the direction in which genetic engineers are leading us. No fuzzy science here. Fagan delivers a jolt of the real stuff, exposing the real dangers inherent in manipulating a system which has taken millions of years to evolve.
Then another jolt as we learn that
"...the testing of genetically engineered substances at present is largely voluntary-more than 90% of genetically engineered foods are not required to be tested before they enter the market. Consequently, the details of the testing programs are left primarily in the hands of the developers-namely, the biotech industry. We've left the fox guarding the chickens."
Still, Roth lifts us up again with the story of the Mothers for Natural Law, Laura Ticciati's amazing nonprofit group that has formed an unprecedented coalition of statesman, scientists, doctors, clergy, farmers, and businessman to stand up to the biotech industry.
We hear leading physicians describe America's 'disease care system', a system that results in more than 3 million injured by medical mistake, and more than 180,000 deaths from 'correct practice' each year. But relief is in sight with our own body's inner intelligence and natural medicine quickly rising to become the new world standard with proven preventative measures and zero negative side effects.
Crime? Drugs? No problem. With powerful techniques like Transcendental Meditation, judges report addicts stay out of prison and off drugs, and the American Heart Association reports the neglected victims of crime , the elderly, become free of hypertension.
From schools that foster creative genius, to a global information economy that encourages perpetual learning, to a peacekeeping force that will make war finally impossible, Roth keeps the emphasis on powerful, practical, and proven solutions. The appendices, with a Fifty-Point Action Plan to Revitalize America and the NLP platform, are packed with solutions.
It's an invincible book and it will empower all who read it. Free of the Donkey and the Elephant at last, we could vote with our heads on straight this November 3rd! We now have a reason to vote.
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Adams' attention to detail in testing contrast and resolution in various lighting situations forms the core of the Zone System and of this book.
Issues such as filtration remain the same today as they did with negatives. Although pushing and pulling film is carried out differently in the digital age, it's not impossible if you have even a modicum of exposure control (for instance, overexposing and lowering brightness will still yield lower contrast). And if you are into digital, you'll gloat at your full control of exposure tweaks beyond the one-dimensional control you get with timing chemicals in solution.
One thing that may be disappointing is the emphasis on black and white. There's a brief description of color, but it really deserves a book of its own. This is especially true for filtration and contrast control.
The three books in this series can be read independently, but together provide a complete clinic from positioning the camera to displaying a final print.
It is the best book of the three books of the series "the camera", "the negative", "the print". The camera book is more interesting to someone using a view camera. The print is more interesting for someone doing a lot of photography printing. But the negative I found it interesting for someone interested in advance photography and that wants to learn how to better control exposure. In that area this book is a classic.
It is not a simple book for a beginner, so if you are picking a camera for the first time and just want to know how to load the film there are better books in the market to fulfill with that purpose.
This is my second foray into learning the basics of exposure through the Zone System, and who better then The Master himself to lead. He has taken a fairly technical system and made it a breeze to grasp. No misleading sidebars or relationships here. Just the facts. Much better then my first indoctrination. No matter how deeply you wish to delve into his techniques, even a redimentary understanding of previsualization before exposure will improve ones photo making, even in color. An outstanding reference. The entire series, Book 1: The Camera, Book 2: The Negative, and Book 3: The Print are invaluable additions to a personal photography library.
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This book give real insight into the politics of cancer treatment - the passiveness of some oncologists, how an executive's own personal experience with a disease can determine if drug development will go forward or not, and how women are becoming more aggressive in monitoring their own treatment.
Bazell talks about the frustrations of critically ill and dying women in trying to work through the medical, academic and managed care maze to get the treatment they need.
This drug has been the 'magic bullet' for many women. It has been called the start of a new era is disease treatment. It is essential for anyone involved in this disease to read this book, to understand what they are up against and how they can help themselves.
It's well written, bitter-sweet and manages to be simulataneously scientific and humanistic.
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When I screw up (and that happens a lot) I can always pick up "Looking Out For #1", Ringer's previous book, and see why. Invariably, the cause of my failures can be easily traced to my lack of adherence to the "Universal Truths" found in Ringer's books.
These "Universal Truths", however, are found in just about every other book on success ever written. What makes Ringer special, then, is his humorous, no b.s. style of writing. He goes out of his way to relate his own failures in life--something few success authors do--with such self-effacing humor that you won't mind when he slaps you in the face to point out where you need improvement.
With "Million Dollar Habits" Ringer somewhat rehashes his earlier material--thus the four stars. He uses the time-tested technique of all successful authors in fluffing up a spin-off to his earlier works. Indeed, you will find that "Million Dollar Habits" feels surprisingly familiar to "Looking Out For #1", and it is.
Nevertheless, I will likely buy and read just about anything Ringer publishes. I need to hear what he has to say from time to time. We all do.
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I urge you tolook at a remarkable book by the English Puritain John Bunyan(1628-1688), "The Pilgrim's Progress", which is one of the great evangelical Christian classics, though clearly that is not why it interests me and should interest you (although I AM interested in the puzzle that is the religious sense, which even the irreligious feel, and this book can give remarkable insight into that as well).
Rather its fascination lies in the pilgrimage it depicts, or in the fact that human traits, vices, virtues, &c are PERSONIFIED as particular individuals who are their living and speaking epitome, and who are encountered along the way in revealing situations.
Bunyan's hero is appropriately named Christian. Someone once wrote that "Christian's journey is timeless as he travels from the City of Destruction to the Celestial City, meeting such characters as Pliable, Talkative, Giant Despair, Evangelist, Worldly-Wiseman, Faithful, Ignorance and Hopeful."
At first this personification is merely amusing, even a bit annoying (as caricatures or truly stereotypical people can be); but after a while I found myself enthralled because I realized that the effect of this odd literary device was to give unmatched insight into the nature of such traits. The force of the whole thing comes from the fact that one journeys about in - literally INSIDE of - what is both a comprehensive and finite moral and psychological landscape (a "psycho-topography"), very much as though one were INSIDE the human mind and your "Society of the Mind" was embodied in the set of actors. This is more or less the opposite or an inversion of the 'real world' of real people, who merely SHARE those attributes or of whom the attributes are merely PIECES; in "Pilgrim's Progress", by contrast, the attributes are confined in their occurrence to the actors who are their entire, unique, pure, and active embodiment, and humanness, to be recognized at all, has to be rederived or mentally reconstructed from the essential types.
The effect, for me, was something like experiencing a multidimensional scaling map that depicts the space of the set of human personality types, by being injected directly - mentally and bodily - into it by means of virtual reality technology.
So Bunyan's book has something of the interest to a psychologist, neuroscientist, or philosopher that Edwin Abbot's "Flatland" has to a mathematician.
I don't mean to overpraise "Pilgrim's Progress", of course; it was written for theological rather than scientific purposes, and has conspicuous limitations for that reason. But its interest to a student of the mind who looks at it at from the right point of view can be profound.
- Patrick Gunkel
My first introduction to Pilgrim's Progress was as a child in parochial school. I had to do a book report on it in 5th grade and ended up reading numerous times for various projects throughout grade school.
The reader follows the main character--aptly named "Christian"--on his journey to the Celestial City.
Along the way, Christian passes through the many trials of life, symbolized by intruiging characters and places along the way. An early temptation is the "City of Destruction", which Christian narrowly escapes with his life. The various characters are perhaps the most fascinating portion of the book--Pliable, Giant Despair, Talkative, Faithful, Evangelist, and numerous others provide the reader with a continual picture of the various forces at work to distract (or perhaps, encourage)Christian on his ultimate mission.
Of course, the theology (for those of the Christian faith) of Pilgrim's Progress is a constant source of debate, the book is nonetheless a classic of great English writing.
It's not a quick read--that's for sure--however, I certainly would recommend that one read it in its original form. Don't distort the beauty of the old English language with a modern translation.
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What Lewis points out is that a belief caused by a "logical consequent from a ground" is an entirely different cause than the "non-rational causation" to which Naturalism is supposedly limited for giving explanations of events in the world and in people's heads. Moreover, he explains that a physical cause is not a valid ground for an inference. For example, we do not consider as valid the conclusion that unicorns are real if the evidence for them is the experience of someone whose brain is chemically dosposed to having hallucinations of unicorns. As Lewis succinctly puts it, "To be caused is not to be proved." Therefore, according to Lewis, the difficulty of explaining rational thought from "non-rational causation" justifies us in concluding that its cause is actually supernatural, thus opening the door to the miraculous. However, his argument suffers from at least three serious problems.
First, although he is right that a logical ground for a belief is not the same kind of cause as "non-rational causation" and although he is also right that a belief being physically caused would not mean that it was proved, it does not follow that having a physical cause would ipso facto prove falsehood.
Secondly, the same argument for the supernatural cause of rational thought may be applied with equal utility to irrational thought. For in both cases, we are equally ignorant of how to give a full account, in terms of "non-rational causation," of the natural brain functions involved. Shall we conclude that our cognitive errors are also caused by the supernatural? If so, then our supernatural source is either unreliable or even malicious--necessary conclusions that will obviously be unwanted by proponents of miracles.
Thirdly, Lewis appeals to our partial ignorance of the mystery of human consciousness and rational thought, and he uses this ignorance to support supernaturalism and the miraculous. Micah Newman contends in his review that I have misunderstood and misrepresented Lewis's argument here. However, for Lewis's case for miracles to not be an appeal to ignorance, there must be examples of faculties of the mind that are not brain-dependent. Neither reason nor moral judgement nor any other function of the mind can be shown not be brain-dependent. As is obvious from books like that of neurologist Richard M. Restak's "The Modular Brain," change the brain and you change the person--even "spiritually."
Moreover, appeals to ignorance cannot prove the existence of the supernatural. For example, it would obviously be erroneous to conclude that the acceleration of a car by merely pressing a small peddle was miraculous just because we were too ignorant of electrical and mechanical functions to explain it from natural causation. By the same token, without knowing everything about the natural functions of the human brain in the process of creating rational thought, we have no rational validity in jumping to a supernatural explanation.
What his book proves, therefore, is not that we now have rational grounds for belief in miracles. What it proves is that miracles have always been believed not on rational grounds but by the faith that "is the substance of things hoped for, the evidence of things not seen (Hebrews 11:1). For although his argument fails to prove supernaturalism, belief in it nevertheless continues.
How exactly do you define a miracle? Lewis defines a miracle as "an interference with Nature by supernatural power." Lewis then presents many questions. Are miracles in contrast to the laws of Nature? What exactly ARE the laws of Nature? Are exceptions possible? How does probability fit into the discussion of miracles? Later in the book, Lewis focuses on three categories of miracles: The Grand Miracle (God becoming man in Jesus Christ), Miracles of the Old Creation (miracles of fertility, healing, destruction, etc.), and Miracles of the New Creation (miracles of reversal, glory, resurrection). This last portion of the book I found to be the most fascinating as Lewis examines several specific miracles from the Old and New Testaments.
"Miracles" is a relatively short book, but properly read will take a little time to read. Take time to absorb and contemplate each chapter. Lewis left us with a lot of things to think about here, regardless of your worldview. You may not agree with everything Lewis says, but it will cause you to think long after you've closed the book.