The Serious Advertisement Or The Explosively Entertaining?
I've recently finished studying books by Ogilvy, John Caples and the like - they seem to be more attached towards the style of the "serious, professional advertisements".
I really love such advertisements - extremely witty, original and brings the subtle message right across into the reader's mind. Ingenious and powerful.
On the other hand, if you were to look to some other (more recent) copywriters - you tend to see copy that is... leaning more towards the dramatic side - extremely and highly sensual adjectives, giving off a distinct "tabloid" feel.
They're all still based on the same few principles - but the style (not the writing personality of the copywriter, of course) seems quite different.
One seems more catered towards "gimmicks" (No offense) like picking up some secret techniques/forms in martial arts, hairsprays, one-push-troll softwares...
The other seems more catered towards the professional feel - the Rolls Royce, the corporate professionals, coffee, beer, ....
I'm confused - There are a lot of contradictory advice in copywriting out there. Schwartz promoted identification headlines in a heavily saturated market, while Ogilvy was sincerely against any form of ads that didn't sell the product or call in the target audience in the headline.
What kind of style do you normally write in, and which would you have you found to be most effective to modern consumerism culture?
The explosively entertaining (ringing with highly sensory copy - not unlike John Carlton or Gary Halbert) or the quietly powerful factual kind (like Ogilvy, Caples and the like)?
(Have the times changed at all?)
Respectfully,
horizon
*Edit* - I forgot to add in that any views on TV/video advertising would be treasured as well.
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