It’s good to pick up a book once in a while to inject some new perspectives into your creative bloodstream. My personal favorite is “The Copywriter” by John Matthews (1961). Though the book was published half a century ago, the ideas and “rules” in copywriting that the author mentioned in his books are still relevent today. Just a heads-up, behold his cockiness. Otherwise, this is one of the most honest and humane books I have ever read. “The Idea Writers” produced by Advertising Age is also a good read. If you are more into the academics, “Advertising Creative: Strategy, Copy, and Design” may just be what you’re looking for.
Creativity-Online.com has a list of Best Books on Creativity that looks pretty delicious. Well, I guess I just had my summer reading list filled!