Author sees big increase in informal, coarse, and in-your-face language.In the 2nd edition of his very instructive book, On the Art of Writing Copy, direct marketing expert Herschell Gordon Lewis writes that the web and special prosecutor special prosecutor: see independent counsel. Kenneth Starr's lurid lu·rid adj. 1. Causing shock or horror; gruesome. 2. Marked by sensationalism: a lurid account of the crime. See Synonyms at ghastly. 3. report on President Clinton's "peccadilloes" are among the influences that have made public discourse more informal, coarse, and in-your-face. His preface, for example, includes a number of space ads featuring the phrase "kick butt" (or in the case of the more sophisticated Lincoln Navigator The Lincoln Navigator is a full-size luxury SUV produced by Ford Motor Company for its luxury division Lincoln. Introduced in 1998, the Navigator was one of the first full-size luxury SUVs. , "kick derriere"). E-mail has also made informality more widely acceptable, so copywriters This is a list of well-known advertising copywriters who founded a major multinational agency, have been inducted into an advertising hall of fame, or have been recognized with a lifetime achievement award. are increasingly using contractions such as "I'm" and "you're." But Lewis provides page after page of uncompromising instructions on the use of language--separating the slang phrase from the illiterate one, the informal one from the one in bad taste. Thirty-four pages of wrist watch display ads may turn off the newsletter marketer, but Lewis's book is big enough (412 pages, 8 1/2 x 11") and thorough enough (27 chapters covering every aspect of copywriting Copywriting is the process of writing the words that promote a person, business, opinion, or idea. It may be used as plain text, as a radio or television advertisement, or in a variety of other media. ) to make it a worthwhile purchase. |
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