I went to the library as found this book “Copyright writing Successful writing for design, advertising and marketing” – written by Mark Shaw.
Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications.
This case study help me more thinking what word is suitable for campaign or visual language communication.