Friday, July 23, 2010

other words


From Confessions of an Advertising Man, (Dell, 1963)
by David Ogilvy
'How to Write Potent Copy'

"...Other words and phrases which work wonders are HOW TO, SUDDENLY, NOW, ANNOUNCING, INTRODUCING, IT'S HERE, JUST ARRIVED, IMPORTANT DEVELOPMENT, IMPROVEMENT, AMAZING, SENSATIONAL, REMARKABLE, REVOLUTIONARY, STARTLING, MIRACLE, MAGIC, OFFER, QUICK, EASY, WANTED, CHALLENGE, ADVICE TO, THE TRUTH ABOUT, COMPARE, BARGAIN, HURRY, LAST CHANCE...[and] can be strengthened by... DARLING, LOVE, FEAR, PROUD, FRIEND, and BABY. One of the most provocative advertisements which has come out of our agency showed a girl in a bathtub, talking to her lover on the telphone. The headline: 'Darling, I'm having the most extraordinary experience... I'm head over heels in DOVE.'"

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