Is the long-copy ad dead?

Contrary to the conventional wisdom of our short-attention-span culture, the long-copy ad isn't obsolete...

City Gallery, 1997


Folha de S. Paulo Newspaper, 1998


Yellow Pages, 1996

...except now, long copy is just another design element.

Comments

Anonymous said…
Are consumers meant to read the copy in ads like these? Shouldn't we at least make it easy for them to do so?
June 13, 2008 at 5:30 AM
Craig McNamara said…
No. And apparently no.

It's that one-picture-is-worth-two-thousand-words expression taken literally, I suppose.
June 17, 2008 at 11:46 PM
Post a Comment

Popular posts from this blog

Not just hyperbole

Image
Maybe you've seen this classic Guinness poster, created back in the '30s and assumed that it was nothing more than silly hyperbole: And you'd be partly right. The idea is actually based on the high iron content of Guinness (probably from the water used), though of course, the benefit of this is exaggerated to an unbelievable extent in the poster above. That didn't stop the image from becoming so iconic that a pint Guinness became known as a "girder." The image also inspired this parody from Heinekin some 40 years later (though its likely that many young drinkers never realized its source), that both fit the idea into its own ad format and made the male sexual subtext even more implicit: (Best not to take any of this too seriously, though. In reality, the pictures in the Heinken ad would have to be reversed.)
Read more

TV star skewers Minneapolis advertising egos

Image
"Greetings to all you shameless hucksters and flim-flam men!" So began the opening remarks by host of the 1987 awards show for Minneapolis advertising. As the writer for the ceremony, I was responsible for his script, as well as the introduction for his surprise appearance: We asked ourselves … what person exemplifies the prestige and high standard of excellence for which this show is renowned? What person was secure enough in his or her own fame to share the spotlight with a series of commercials and print ads? Finally, what person possesses both a sense of humor and a sophistication to make the presentation vibrant and entertaining, yet respectful of the advertising it honors? These were the questions we asked ourselves. Unfortunately, we couldn’t come up with any answers, so we asked a couple more questions: Who was available? And who could we afford? Ladies and gentlemen, join us now in welcoming our host for the evening … national celebrity … television star … and the an
Read more

Lois and Ogilvy on The Big Idea

Image
As a panelist on a TV talk show, ad man and creative revolutionary George Lois was once asked to define advertising. After listening to the more scholarly definitions offered up the other ad execs on the panel, George commented, “I think these guys and me are in a different business,” and offered a more blunt, visceral definition.    Lois:  “Advertising is poison gas. It should bring tears to your eyes. It should unhinge your nervous system. It should knock you out.” 1   That’s George in a nutshell. Visceral. Bombastic. But in a less provocative mood, he summed his approach up this way:    Lois:  “The common denominator of all my work is the unremitting quest for The Big Idea, because The Big Idea – a surprising solution to a marketing problem, expressed in memorable verbal and/or graphic imagery – is the authentic source of communicative power … [and] picks up force and speed because its element of surprise changes a habit or point of view.” 2 He capitalized the term quite intentional
Read more