Sunday, March 25, 2012

Mad Man: Copy Rules

I grew up in the 1950s and '60s, a few miles outside New York City.

Both good and bad ad campaigns were pervasive.

There were posters and billboards everywhere: on 
roadways, in train stations, at bus stops and on the sides of buildings.

I've forgotten all the bad campaigns, but still vividly recall the good stuff.

One of my favorites, a campaign for Levy's Jewish Rye, was cited last week by a
d man George Lois in an interview by NPR.
I was delighted to learn from the interview that Lois believes in the primacy of copy.
Even though the synergy between words and images is crucial to a good ad, the copy must come first, Lois insists, "because a line, a slogan should be famous."
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