m^u
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Tonwtnu
opinion that is a regrettable development.
Within the agency that bears my name, I
have always insisted that every advertise
ment produced shall be stamped with the
personality of its author. I consider it
the proper function of the copywriter to
devise his own theme and to work it out.
Before he sets pen to paper he must find
the idea which will vitalise his finished
work. He may well scrap many sheets
of paper, scrawled with vacant scatterings,
before at last comes the happy inspiration,
before he thrills to a theme that makes his
pen flow freely, and sets his brother
artist tingling to be at his brushes. To
dissociate copywriter and ideas man
is to convert both into mere hacksno
man can think satisfactorily unless he has
the joy of consequent action no man
can write satisfactorily if he writes at
another's bidding.
The true copywriter has fascinating
work. Having found his theme, he plays
on it until he determines his final style,
and produces a piece of writing that is
copy in which every word tells, with
a twist to its meanings, a play in its
metaphor, a crispness in its phrasing, and
a purposefulness in its thought.
Good copy is never mere wordiness to
please a copywriter's literary favouritism,
nor is it a mere list of selling points to
delight a sales manager. Bad copy at its
worst will begin with cliché and end with
jargon good copy at its best will weave
and interweave the picturesque and the
matter of fact, wit with information,
metaphor and simile with subject verb
ol» gladly
suiter pain» with a forced
mile is a martyrdom utterly
Embrocation is release from all
there la inflammation, Elliman
soothing
you need relief from the g ip
when
alee up with a sore thro
hest. Ell
And to those who are happily
Th«
fOUSfiiti
HHUBAWCt CO IIP
IMURANCE CO ||D
Thinl
Hntd C
SJ. CORNHILL, LONDON, EC.»
an. Mint. Cardill. Gtnrow,
Norwich. NulUnthun. Wliuci
Three examples of copywriter and artist in delightful
harmony. Produced by C. Vernon and Sons, Ltd.
72
