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What Is Most Important - Copy Or Picture?


When, some little time ago now, I first descended upon the advertising scene, we were a good deal more concerned than most people seem to be today about the nature of the business we found ourselves in. We were always holding debates - in the saloon bar of the Coach & Horses in New Bond Street, to be tiresomely precise - about the meaning of advertising, the significance of advertising, and the past, present and future of advertising. And an unconscionably serious lot we no doubt were. Not to mention drunk.

Among the hardy perennials of our debates was the relevance of sex in advertising, and also the question of whether the copy element in ads was more important than the visual or vice versa.

Of course, these were the days when it was possible for agency personnel to slope off round the pub during working hours and nobody on the management side of things turned so much as a hair at our absence. Just so long as the work got done on time, nobody gave so much as a tinker's cuss whether you were doing it in the office or down at the dog track. These days, agencies are a little more sanguine in their approach to creative people; and I recently heard of a designer being sacked on the spot for turning up at a client meeting wearing jeans - and I kid you not.

But back to our hardy perennials. The 'sex in advertising' question was a hotly debated topic, mainly because the copywriters and designers in my milieu were always anxious to attend the relevant photo-shoots, and not because sex was liable to help sell anything. Thus, we were constantly coming up with speculative ad campaigns that featured semi-clad females so that we might catch a glimpse of a naked thigh or better. Few of these concepts saw the light of day, but it was always worth a try.

As to the copy versus pic argument, this has still not been resolved to this day. Then, as now, I was on the side of the angels, holding that around 80 per cent of ads could, at a pinch, do without illustrations, whereas only about 2 per cent could do without words. (In regard to the other 18 per cent, you can make your own arrangements.)

Such an argument, as you'd expect, was met with widespread alarm by the designers, who saw that I was presaging their redundancy. Then as now, they would do everything they could to give their illustrations the prominence they thought they deserved. This usually resulted in a design in which the pic took up four-fifths of the ad, while the copy was relegated to eight-point solid and rendered practically illegible.

My attitude, obviously, was simply a debating stance - true though it undoubtedly is. I am not suggesting for a moment that 8 out of 10 ads should be wholly typographical. But if you take a dispassionate look around you, you might agree with me that a whole lot of ads (and brochures and websites, too, come to that) carry pictures for pictures' sake; and that in quite a few cases the pictures, far from helping the transmission of a message, actually hinder it.

The biggest offenders in this respect are what might be describes as semi-industrial ads. Just leaf through a trade mag (or brochure or website) and you'll see irrelevance in illustration well carried out. You'll see, for instance, pictures of the factory or, as they call it these days, the production operation. You'll see pics of two obvious male models in white coats staring idiotically at a computer screen or a blueprint. And you'll see pics of two obvious male models, plus a female model, in white coats staring idiotically at a computer screen. The female is included in the latter pic because the designer had originally planned for her to be shot with her clothes off.

Here's what I think. With today's wonderful digital photography opportunities, with an instant replay of whatever has been shot, one might hope that illustrations in ads, brochures and websites might be made more relevant. They might actually show the product in action - demonstration is, after all, the soul of advertising. But, no, we still get pics which have nothing what'soever to do with the product or its benefits.

I don't mind admitting that there can be few people in the whole wide world who know less about photography than I do. What I do know, however, is that promotional material is far better off without an illustration if that illustration does not augment the sales message. So, in this respect, copy is more important than illustration.

Mind you, there is a lot of copy around that doesn't augment the sales message either. But that's another story.

About The Author

Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh.

He publishes a FREE online monthly newsletter, AdBriefing, designed for those who have a very real interest in producing good advertising. Subscriptions are available at: http://www.adbriefing.com

j.p@markethillpublishing.co.uk


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. November / 19 / 2019

Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel - CNBC
Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel  CNBC

We Need to Fix Online Advertising. All of It. - Slate
  1. We Need to Fix Online Advertising. All of It.  Slate
  2. Twitter to Restrict How Certain Advertisers Target Users  The Wall Street Journal
  3. Twitter Outlines Political Advertising Ban but Enforcement Details Lacking  TheStreet.com
  4. At last, some good news for privacy: signs that micro-targeted advertising may be on the way out  Privacy News Online
  5. Twitter details new policy banning political advertising that also limits ads pertaining to 'issues'  Daily Mail
  6. View full coverage on Google News

California sues Juul over advertising, teen vaping sales - Chicago Tribune
California sues Juul over advertising, teen vaping sales  Chicago Tribune

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

Hyundai Confirms Super Bowl LIV Advertising - PRNewswire
Hyundai Confirms Super Bowl LIV Advertising  PRNewswire

SEC To Overhaul Investment Adviser Advertising Rule | Shearman & Sterling LLP - JD Supra
SEC To Overhaul Investment Adviser Advertising Rule | Shearman & Sterling LLP  JD Supra

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Lamar Advertising Reaches Analyst Target Price - Nasdaq
Lamar Advertising Reaches Analyst Target Price  Nasdaq

What Makes Advertising Work? High Point University Students Are Finding Out - WFMYNews2.com
What Makes Advertising Work? High Point University Students Are Finding Out  WFMYNews2.com

Measuring online behavioral advertising: One more step to protect users - EurekAlert
Measuring online behavioral advertising: One more step to protect users  EurekAlert

Barnstable County Fair wins advertising awards - News - Cape Cod Times
Barnstable County Fair wins advertising awards - News  Cape Cod Times

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

SEC Proposes Amendments to Advertising and Client Solicitation Rules under the Investment Advisers Act - JD Supra
SEC Proposes Amendments to Advertising and Client Solicitation Rules under the Investment Advisers Act  JD Supra

Prepare for Your end-of-Year Advertising Push with Arutz Sheva - Arutz Sheva
Prepare for Your end-of-Year Advertising Push with Arutz Sheva  Arutz Sheva

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

Programmatic Advertising Platform Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024 - Tech Estate Today
Programmatic Advertising Platform Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024  Tech Estate Today

Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture - Food & Environment Reporting Network
Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture  Food & Environment Reporting Network

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

National View Column: Unchecked political advertising on social media a threat to our democracy - Duluth News Tribune
National View Column: Unchecked political advertising on social media a threat to our democracy  Duluth News Tribune

Tesla’s word of mouth strategy in focus: Why Elon Musk’s owner-based initiative works - Teslarati
Tesla’s word of mouth strategy in focus: Why Elon Musk’s owner-based initiative works  Teslarati

Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking' - Complex
Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking'  Complex

Truck advertising CT2030 outside the Capitol paid for by labor union - Yankee Institute
Truck advertising CT2030 outside the Capitol paid for by labor union  Yankee Institute

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it - Business Insider
TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it  Business Insider

Opinion Why men's advertising is in crisis - The Drum
Opinion Why men's advertising is in crisis  The Drum

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Free-to-air TV advertising forecasts downgraded by analysts - AdNews
Free-to-air TV advertising forecasts downgraded by analysts  AdNews

Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R - Business Insider India
Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R  Business Insider India

Mobile Advertising Needs More Than Just 5G - MarTech Series
Mobile Advertising Needs More Than Just 5G  MarTech Series

Iconic Newspapers advertising executive to feature on Pulling With My Parents - Waterford Live
Iconic Newspapers advertising executive to feature on Pulling With My Parents  Waterford Live

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

GDPR // A non-technical view of programmatic advertising for brands and publishers - Mediatel News
GDPR // A non-technical view of programmatic advertising for brands and publishers  Mediatel News

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

UK advertisers balk at high cost of targeted TV ads - Digiday
UK advertisers balk at high cost of targeted TV ads  Digiday

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Irish Heart Foundation calls on State to ban e-cigarette advertising - The Irish Times
Irish Heart Foundation calls on State to ban e-cigarette advertising  The Irish Times

Bringing Purpose To Advertising - Forbes
Bringing Purpose To Advertising  Forbes

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin - Racine County Eye
Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin  Racine County Eye

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign - MarTech Series
Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign  MarTech Series

Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign - StreetInsider.com
Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign  StreetInsider.com

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Lamar Advertising Company [REIT] [LAMR] moving up – What are the long-term prospects? - The Dwinnex
Lamar Advertising Company [REIT] [LAMR] moving up – What are the long-term prospects?  The Dwinnex

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers - JD Supra
SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers  JD Supra

Advertising Billboard Lights Market 2019 SWOT Analysis by Players: Osram, Philips, GE Lighting - The Connect Report
Advertising Billboard Lights Market 2019 SWOT Analysis by Players: Osram, Philips, GE Lighting  The Connect Report

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Mobile Advertising Market In depth Analysis 2019 By Top Vendors like Smaato, Oath, InMobi, Flurry, Facebook, Google, Chartboost, Avazu Inc, AppLovin, Unity Technologies, Vungle, Twitter Ads - Hitz Dairies
Mobile Advertising Market In depth Analysis 2019 By Top Vendors like Smaato, Oath, InMobi, Flurry, Facebook, Google, Chartboost, Avazu Inc, AppLovin, Unity Technologies, Vungle, Twitter Ads  Hitz Dairies

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Apple's next big thing is advertising - AdNews
Apple's next big thing is advertising  AdNews

EARLY SMI: October misses an expected lift in advertising spend - AdNews
EARLY SMI: October misses an expected lift in advertising spend  AdNews

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

It's Time For Some Honesty About (Online) Advertising - B&T
It's Time For Some Honesty About (Online) Advertising  B&T

Radio to TV, festive advertising volumes in India decline sharply: Report - Business Standard
Radio to TV, festive advertising volumes in India decline sharply: Report  Business Standard

TikTok Is Running Ads Targeting Potential Facebook Advertisers - Adweek
TikTok Is Running Ads Targeting Potential Facebook Advertisers  Adweek

Facebook Advertising: How to Choose the Best Campaign for Your Goal? - ChartAttack
Facebook Advertising: How to Choose the Best Campaign for Your Goal?  ChartAttack

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Data from Facebook Pay will power its advertising - TechHQ
Data from Facebook Pay will power its advertising  TechHQ

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Konga founder Sim Shagaya's earliest company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia - Techpoint Africa
Konga founder Sim Shagaya's earliest company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia  Techpoint Africa

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US - News Conduct
Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US  News Conduct

Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week - Forbes
Amazon’s Advertising Is Quickly Gaining On Google…And Other Small Business Tech News This Week  Forbes

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Truth in Advertising - Ms. Magazine
Truth in Advertising  Ms. Magazine

Tories spend thousands on targeted advertising in Boris Johnson's seat - New Statesman
Tories spend thousands on targeted advertising in Boris Johnson's seat  New Statesman

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

Biggest Innovation of Advertising Agency Billing Software Market in Worldwide Growth to 2025 with Top Key Players: Asana, Monday, FreshBooks & More - Market Report Gazette
Biggest Innovation of Advertising Agency Billing Software Market in Worldwide Growth to 2025 with Top Key Players: Asana, Monday, FreshBooks & More  Market Report Gazette

Digital advertising can certainly deliver impact, but it's not the Holy Grail - The Media Online
Digital advertising can certainly deliver impact, but it's not the Holy Grail  The Media Online

Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump - The New York Times
Democratic Strategists Set Up $75 Million Digital Campaign to Counter Trump  The New York Times

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