Wednesday, 19 September 2018

Ad habits

Spending years as an advertising copywriter teaches you good things. To understand your reader, the better to persuade her. To accept you are the interruption, not the reason she is reading; you had better work hard to hold her attention. And brevity (see previous sentence). To rejoice in the huge difference art direction can make; to collaborate, not just hand over lines when you’re done. Bad things? You — or at least I — become a slave to the brief, immobilised without one. Where is the background information? Life experience? Shudder. What am I selling? My thoughts? Why would anyone want that?

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