By Andrew Boulton

Imagine a world where the level of persuasion a copywriter applies to a product corresponds directly to its value. Big ticket items such as cars and holidays are treated with our finest and fanciest words, whereas throwaway items, like chewing gum and hair gel merit no more than a languid prod of the keyboard. ‘Hair gel’, our ad would mutter, ‘an indifferent alternative to wearing a hat’. ‘Try our chewing gum’ we mumble, ‘it’s no worse than most things’.

Not surprisingly, a copywriter will look to position all kinds of everyday items as rare and beautiful treasures – transforming 30p Read full story ›

Source: The Drum