Neither honesty nor sincerity can fail you in advertising. Other advertisers have also discovered that being less than perfect is often a virtue because it shows them to be honest. Stir in a heaping ,measure of imagination. Someone complained recently that writers don't seem to be able to write anymore, that they may put the words down and say the right things, but not in new and different ways. No one seems to care much, the complaint goes on, about exploring new styles or using words in provocative new ways.
Advertising desperately needs more innovators.
Clean, vivid, hard-hitting active words can still move people. When you add it all up, advertising works hard because someone worked hard to write it. Print Copy Checklist 1. The major premise of the ad is a. The ad concept works to communicate the major selling premise effectively.