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Denis Kaplunov's book is a guide for those who master the art of writing advertising texts. According to the author, it is a copywriter's "magic suitcase": a collection of clear (but not dogmatic) rules, instructive (and witty) notes, and illustrative (and vivid) episodes from a successful practitioner. The book is also aimed at developing your flair for applying copywriting techniques with a view to the psychology of the client. You will definitely develop such a flair by reading this book, or, as the author himself says, "pump it up."