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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 Sat. July / 11 / 2020

Truth in advertising - Fence Post
Truth in advertising  Fence Post

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Facebook Mulls Political-Advertising Blackout In Days Before 2020 Election - CBS San Francisco
Facebook Mulls Political-Advertising Blackout In Days Before 2020 Election  CBS San Francisco

AdsDax, a digital advertising giant crosses 1 billion events - Martechcube
AdsDax, a digital advertising giant crosses 1 billion events  Martechcube

Advertising, PR experts offer their picks for a new Washington NFL team name - Washington Business Journal
Advertising, PR experts offer their picks for a new Washington NFL team name  Washington Business Journal

ICF, A Digital Advertising firm Wins Multiple awards - Martechcube
ICF, A Digital Advertising firm Wins Multiple awards  Martechcube

Bayer Freezes Facebook Advertising In July - AdExchanger
Bayer Freezes Facebook Advertising In July  AdExchanger

MatchCraft Launches Automated Responsive Search Advertising - Martechcube
MatchCraft Launches Automated Responsive Search Advertising  Martechcube

Will COVID-19 Change Your Marketing and Advertising Plans Forever? - Autobody News
Will COVID-19 Change Your Marketing and Advertising Plans Forever?  Autobody News

Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020 - MediaPost Communications
Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020  MediaPost Communications

D.C. Council votes to devastate local news and advertising agencies - Washington Times
D.C. Council votes to devastate local news and advertising agencies  Washington Times

Google to restrict advertising of unauthorized tracking technology - WHTC News
Google to restrict advertising of unauthorized tracking technology  WHTC News

Berkshire Hathaway Automates Digital Advertising - Martechcube
Berkshire Hathaway Automates Digital Advertising  Martechcube

Google to restrict advertising of tracking technology, spyware - Middletown Press
Google to restrict advertising of tracking technology, spyware  Middletown Press

Kroger boosts media presence with new advertising partnerships - Supermarket News
Kroger boosts media presence with new advertising partnerships  Supermarket News

National TV Political Advertising Up Sharply, Trump Campaign Spending Dominates 07/13/2020 - MediaPost Communications
National TV Political Advertising Up Sharply, Trump Campaign Spending Dominates 07/13/2020  MediaPost Communications

Facebook Advertising Boycott Has Its Limits, ADL and Color of Change Say - Barron's
Facebook Advertising Boycott Has Its Limits, ADL and Color of Change Say  Barron's

Fact Check: Picture does not show advertising endorsed by TED - Reuters
Fact Check: Picture does not show advertising endorsed by TED  Reuters

Brown-Forman Corp, Kentucky liquor brands join Facebook advertising boycott - Louisville Business First
Brown-Forman Corp, Kentucky liquor brands join Facebook advertising boycott  Louisville Business First

Digital Advertising - Operator Strategies and Case Studies - GlobeNewswire
Digital Advertising - Operator Strategies and Case Studies  GlobeNewswire

3 Places Advertisers Are Still Increasing Spend Despite COVID-19 - Motley Fool
3 Places Advertisers Are Still Increasing Spend Despite COVID-19  Motley Fool

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Proposed bill would offer tax credits to support local news, advertising - Williston Daily Herald
Proposed bill would offer tax credits to support local news, advertising  Williston Daily Herald

Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns - The New York Times
Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns  The New York Times

Marketron Announces 'Radio's Digital Transformation' Webinar Series and Digital Advertising E-book - Twice
Marketron Announces 'Radio's Digital Transformation' Webinar Series and Digital Advertising E-book  Twice

Did Hedge Funds Make The Right Call On Lamar Advertising Company (REIT) (LAMR) ? - Yahoo Finance
Did Hedge Funds Make The Right Call On Lamar Advertising Company (REIT) (LAMR) ?  Yahoo Finance

Facebook prepares to dig in as advertising boycott continues - NBC News
Facebook prepares to dig in as advertising boycott continues  NBC News

Think Tank looks at best, worst of 2020 political advertising - KTAR.com
Think Tank looks at best, worst of 2020 political advertising  KTAR.com

Pinterest: Pivoting To eCommerce Advertising Will Drive Growth In The Long Run - Seeking Alpha
Pinterest: Pivoting To eCommerce Advertising Will Drive Growth In The Long Run  Seeking Alpha

Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker - Press Herald
Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

LIC Hotel That Offers COVID-19 Tests Before Entry Sees Raucous Parties - Eater NY
LIC Hotel That Offers COVID-19 Tests Before Entry Sees Raucous Parties  Eater NY

WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild - The Daily Swig
WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild  The Daily Swig

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

1982 Issue 111: BDO Ban Advertising. • Darts World Magazine - Andy Till
1982 Issue 111: BDO Ban Advertising. • Darts World Magazine  Andy Till

TikTok Rolls Out Its Self-serve Advertising Platform Globally, and the Company Will Provide $100 Million in Ad Credits - Digital Information World
TikTok Rolls Out Its Self-serve Advertising Platform Globally, and the Company Will Provide $100 Million in Ad Credits  Digital Information World

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

Advertising Plugin for WordPress Threatens Full Site Takeovers - Threatpost
Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

PR.com - Veteran Advertising Firm, Fisher Design & Advertising Joins Forces with Savvy Outsourcing, Blending Services of Traditional and Digital Marketing - IT News Online
PR.com - Veteran Advertising Firm, Fisher Design & Advertising Joins Forces with Savvy Outsourcing, Blending Services of Traditional and Digital Marketing  IT News Online

Kids most exposed to junk food advertising in France, finds public health agency - FoodNavigator.com
Kids most exposed to junk food advertising in France, finds public health agency  FoodNavigator.com

COVID's Brutal Impact on Advertising - Radio Ink
COVID's Brutal Impact on Advertising  Radio Ink

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

100+ Black creators in film and advertising launch Change The Lens pledge - Shots
100+ Black creators in film and advertising launch Change The Lens pledge  Shots

Texas-based social media advertising firm plans to open office in downtown Cleveland - Crain's Cleveland Business
Texas-based social media advertising firm plans to open office in downtown Cleveland  Crain's Cleveland Business

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What Are the Growing Drivers of Online Advertising Market 2027 with top key players like Google LLC,Adobe Inc.,Amazon.com Inc.,Baidu (Nanjing Marketing Group),Facebook Inc.,IAC  Cole of Duty

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Tobi Matthews joins SCG Advertising + Public Relations - Parsippany Focus
Tobi Matthews joins SCG Advertising + Public Relations  Parsippany Focus

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

3 reasons why you should advertise your business with DOOH - Digital Signage Today
3 reasons why you should advertise your business with DOOH  Digital Signage Today

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

Advertisers were cutting their Facebook ad spending well before the boycott began - Digiday
Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

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Programmatic Marketing and Advertising Market 2020| MediaMath • Choozle • Yahoo Gemini • Quantcast Advertise • DATAXU • Acquisio • The Trade Desk  Cole of Duty

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

The state of advertising has still never been better - Campaign US
The state of advertising has still never been better  Campaign US

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2020 Prediction for Digital Advertising market: Key Players and Driving Factors Analysis  Cole of Duty

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Corona Impact on Tv Advertising Market – By Current Industry Status, Growth Opportunities, Top Key Players, Target Audience and Forecast | CBS, Comcast, News, Viacom  3rd Watch News

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Digital Advertising Platforms Market 2020| Sizmek • InMobi Technologies • Choozle • Rubicon Project • Kenshoo • Google (Alphabet) • LinkedIn  Cole of Duty

ADVERTISEMENT FOR BIDS | Proposals-RFPs | roanoke.com - Roanoke Times
ADVERTISEMENT FOR BIDS | Proposals-RFPs | roanoke.com  Roanoke Times

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Telco Digital Advertising Market Evolving Opportunities by Top Industry Players Profiles – SFR, Singtel, Telefónica, SA, Verizon and More  Sports Skylark

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Cloud Advertising Market: Year 2020-2027 By World With Top Key Players Like Adobe, Google, IBM, Marin Software, Oracle, Rackspace, Salesforce, Sprinklr, Viant  Daily Research Chronicles

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IAB US 2020 Digital Video Advertising Spend Report: Putting COVID in Context  IAB

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Why digital OOH advertising is especially effective right now  Marketing Dive

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The advertising business is becoming less cyclical—and more concentrated  The Economist

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

Huh? Advertisers Boycott Social Media Now, Plan On Raising 2021 Investment By 78% 07/10/2020 - MediaPost Communications
Huh? Advertisers Boycott Social Media Now, Plan On Raising 2021 Investment By 78% 07/10/2020  MediaPost Communications

Inflight Advertising Market By Covid-19 Outbreak, Global Industry Growth and Key Manufacturers Analysis Report – 2020-2027 - 3rd Watch News
Inflight Advertising Market By Covid-19 Outbreak, Global Industry Growth and Key Manufacturers Analysis Report – 2020-2027  3rd Watch News

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Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’  Forbes

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A Chat With: The Perception’s Brian Anderson On How Advertisers Are Dealing With Black Lives Matter Movement  CBS Philly

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Verizon is pulling advertising from Facebook and Instagram  CNBC

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Global Programmatic Advertising Platform Market Expected to Grow with a Significant Rate by 2024 Top Players : DataXu Inc., MediaMath Inc., AOL Inc. (Verizon Communications Inc.), AppNexus Inc., Adroll.com, Yahoo! Inc. etc.  Cole of Duty

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What’s Digital Commerce Advertising and what tools can help?  MarTech Today

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How Corona Pandemic will impact Programmatic Display Advertising market and what change Development Strategy 2020-26  3rd Watch News

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Booker and McGrath Intensify Advertising Blitz in Kentucky - The New York Times
Booker and McGrath Intensify Advertising Blitz in Kentucky  The New York Times

Microsoft is reportedly suspending advertising on Facebook and Instagram - GeekWire
Microsoft is reportedly suspending advertising on Facebook and Instagram  GeekWire

Health Canada to ban advertising on vape products after noting high 'frequency of use' in youths - National Post
Health Canada to ban advertising on vape products after noting high 'frequency of use' in youths  National Post

NAACP and others call for advertisers to boycott Facebook - Vox.com
NAACP and others call for advertisers to boycott Facebook  Vox.com

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Internet Advertising Market to Witness Increased Online Spending & Budgeting for Video Advertisement Production: Radiant Insights  MarTech Series

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Here are the major brands that have pulled ads from Facebook  MarketWatch

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Postmedia revenue down more than 25% amid COVID-19 advertising pullback  Times Colonist

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Pro-arts centre society spent $22K on advertising campaign before pandemic pulled plug on vote  Kamloops This Week

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Search Advertising Software Market – increasing demand with Industry Professionals: WordStream, AdWords, Kenshoo Infinity Suite  3rd Watch News

Facebook’s Tensions With Advertisers Predate the Boycott - The Wall Street Journal
Facebook’s Tensions With Advertisers Predate the Boycott  The Wall Street Journal

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Global TV Advertising Market Size, Analytical Overview, Growth Factors, Demand, Trends and Forecast To 2026  3rd Watch News

AI Makes A Splash In Advertising - Forbes
AI Makes A Splash In Advertising  Forbes

Apple's privacy changes represent 'tectonic shift' for digital ad industry - AdAge.com
Apple's privacy changes represent 'tectonic shift' for digital ad industry  AdAge.com

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Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

Companies stop advertising on Facebook after poor speech moderation - Business Insider - Business Insider
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Federal website advertising hundreds of non-existent student-volunteer positions  Agassiz-Harrison Observer

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Internet Advertising Industry: Segmentation, Emerging Trends, Shares, Size, Future Scope by 2026  3rd Watch News

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Yardley Borough Council votes to advertise ordinance establishing auxiliary police force  Bucks Local News

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Advertisement Production Services Market Is Thriving Worldwide| RSA Films, Partizan,1stAveMachine  Cole of Duty

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Fox News Host Tucker Carlson Loses More Advertisers  The New York Times

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