William Bernbach storia-del-copywriting
William Bernbach ( – ) Known for having created the second creative revolution in advertising in the United States, everyone remembers him as a copywriter but since he has worked as a creative director . He invented the "creative couple" in which copywriters and art directors collaborate to create even more effective advertising campaigns. Words and images must combine perfectly with each other. You may be interested in : Freelance copywriter: how it helps you communicate your brand Bernbach's style ischaracterized by two distinctive elements: irony and 1000 Mobile Number List negative approach . Irony is the weapon used to "wink" at consumers who shared the same expressive code ( recognizability ). The negative approach served to prevent consumer objections , anticipating and emphasizing the weaknesses that the public would attribute to the product. “All of us who use mass media for work are the shapers of society. We can vulgarize this society. We can brutalize it. Or we can help her reach a higher level.” -Bernbach-Volkswagen-Think-Small facile web marketing The campaigns created by William Bernbach for the Volkswagen Beetle in the USA.
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His pen signed brilliant campaigns, including You don't have to be Jewis to love Levy , with the aim of spreading the product outside the circle of usual consumers. And those for Volkswagen, Think small or Lemon , aimed at the American market. Leo Burnett ( – ) There are two traits that characterize Leo Burnett's style: the search for the Inherent Drama of a product (the factor that pushes someone to market a certain product) and the Common Touch (the reason why the consumer should buy it).
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