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Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century, Third Edition by Jim Aitchison

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8. How To Creaft Copy

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“To all those people who say that the word is dead,” Indra Sinha challenges, “I say, if you take the words off your ads, what are you left with?”

“Generally in advertising,” says David Abbott, “I think it’s the words you remember.”

“Words actually get deeper into the psyche than pictures,” Neil French insists. “And they got in deeper even when I set them in that almost unreadable Germanic typeface for XO, because in research, people were able to parrot them perfectly. If something looks interesting, people will make the effort to read it.”

Someone once asked Carl Ally if he thought people read ads. Ally’s immortal reply: ...

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