Tag: advertising

Copywriting Library

Darling, I’m having the most extraordinary experience…

Chris Labs

I’m head over heels in DOVE! No, darling – DOVE. D- like in delicious. I told you, sweet. I’m in the tub. Taking a bath. A DOVE bath – my very first.  And what a positively gorgeous time I’m having! It’s just as if I’d never really bathed before! No, dear! It isn’t a soap. Soap was never like this! So wickedly creamy. That man on TV said that DOVE is one-quarter cleansing cream- that it creams my skin while I bathe – and now I really believe him. Why, DOVE even smells creamy. Such a lovely, lush, expensive smell!  … Continue reading Darling, I’m having the most extraordinary experience…

Copywriting, Learnings

Who cares what your company desires?

Chris Labs

I am worried about my own problems. The bank is foreclosing the mortgage on my house, the bugs are destroying the hollyhocks, the stock market tumbled yesterday. I missed the eight-fifteen this morning, I wasn’t invited to the Jones’s dance last night, the doctor tells me I have high blood pressure and neuritis and dandruff. And then what happens? I come to the office this morning worried, open my mail and here is some little whippersnapper off in New York yapping about what his company wants. Bah! If he only realized what sort of impression his letter makes, he would … Continue reading Who cares what your company desires?

Learnings

Photographs with an element of “story appeal” were far above average in attracting attention.

Chris Labs

I started using an eye-patch on the model for the ad. The kind of photographs which work hardest are those which arouse the reader’s curiosity. He glances at the photograph and says to himself, ‘What goes on here?’ Then he reads your copy to find out. – -Ogilvy on Avertising, p.76 Continue reading Photographs with an element of “story appeal” were far above average in attracting attention.