- Radio Commercial Scripts and Production
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I love ads in which the visual and the verbal depend on each other to communicate more powerfully and economically than either could alone.
DDB, of course, did this wonderfully for Volkswagen time and again.
The not-spelled-out, keyword-oblivious gap between what you read and what you see forces a spark to leap between the two to form an idea. That spark leaps from your brain, so you have to engage and participate in the idea.
I haven’t interviewed any laboratory primates to confirm that this participation plants the presented idea more deeply in said simian’s cerebellum. But this primate knows that’s how it goes.
Having been enlisted to participate in the ad’s idea often aligns the reader more closely with the ad’s message: You’ve become an insider.
This magical marriage of copywriter and art director, however, is on the rocks.
The Internet is the most efficient way to reach the most targeted audience with an advertising message.
The problem with this fact of virtual life is that the search engines that decide what combination of art and copy will find you in your moment of need can’t perceive the riveting, illuminating, engaging gap between the words and the pictures.
So the copywriter and art director have hobbled to separate corners.
I think art directors have suffered the most in the break-up.
Google looks for keywords in place of inspiration. At least copywriters can write keywords. It can be a flatfooted, colorless hobble down court, but we copywriters seem to be holding the bounceless ball.
But now I’ll pivot and say it’s not quite the end of the game. It’s more a matter of a few rule changes. And as verbal and visual players, we need to invent new moves and strengthen basic skills that play best in a changed game.
Branding and sales still seem to count as keywords in the marketing arena. So as a freelance copywriter, I go on delivering the copywriting services that score those points for my clients…And, of course, a couple of points for myself when I can. I mean, what’s a copywriter to do?Author: Dan Goldstein