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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

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. March / 27 / 2023

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Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown  Digiday

Pixels Are Next to Face Tougher FTC Scrutiny - Adweek
Pixels Are Next to Face Tougher FTC Scrutiny  Adweek

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters.com
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters.com

Army pulls recruiting ads after Jonathan Majors' arrest - The Associated Press
Army pulls recruiting ads after Jonathan Majors' arrest  The Associated Press

Major marijuana bill advances from committee, advertising restrictions fail - Independent Record
Major marijuana bill advances from committee, advertising restrictions fail  Independent Record

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G - FierceWireless
T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G  FierceWireless

TikTok's ad business is growing around live sports as platform faces possible U.S. ban - CNBC
TikTok's ad business is growing around live sports as platform faces possible U.S. ban  CNBC

China updates online advertising rules to tame recommendation algorithms - South China Morning Post
China updates online advertising rules to tame recommendation algorithms  South China Morning Post

Montana Senators Reject House-Passed Bill To Ban Most Marijuana ... - Marijuana Moment
Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

AOA Advertising Policy - American Osteopathic Association
AOA Advertising Policy  American Osteopathic Association

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

B2B spend on TV advertising has doubled since 2018 - Marketing Week
B2B spend on TV advertising has doubled since 2018  Marketing Week

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

Three Common Reasons Why Marketing Fails Shared by 2023 ThreeBestRated® Advertising Agency: bloomfield knoble - PRUnderground
Three Common Reasons Why Marketing Fails Shared by 2023 ThreeBestRated® Advertising Agency: bloomfield knoble  PRUnderground

How TikTok is responding to advertisers' concerns about potential ... - Campaign Asia
How TikTok is responding to advertisers' concerns about potential ...  Campaign Asia

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - GlobeNewswire
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  GlobeNewswire

Pope: Without power of Holy Spirit, evangelization is empty advertising - USCCB
Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Personalised advertising needs to be less personal | India | Law.asia - Law.asia
Personalised advertising needs to be less personal | India | Law.asia  Law.asia

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans - Daily Record
Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans  Daily Record

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

Attorney claims Jonathan Majors innocent over alleged assault; US ... - Screen International
Attorney claims Jonathan Majors innocent over alleged assault; US ...  Screen International

Veterans, cannabis digital advertising and the lawsuits against the OCM - syracuse.com
Veterans, cannabis digital advertising and the lawsuits against the OCM  syracuse.com

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

Marijuana companies wade into Twitter advertising with mixed ... - Marijuana Business Daily
Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

Advertise with NOF - NewOrleans.Football
Advertise with NOF  NewOrleans.Football

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Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

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Taking Wing: Carson-Newman takes top honors in national ...  Citizentribune

LTV's De Facto examines alcohol advertising changes in Latvia - Eng.Lsm.lv
LTV's De Facto examines alcohol advertising changes in Latvia  Eng.Lsm.lv

Advertising, PR students 'pawfect' match for service dog org - Nebraska Today
Advertising, PR students 'pawfect' match for service dog org  Nebraska Today

Study sheds light on concerning new trend in drug advertising ... - Science Daily
Study sheds light on concerning new trend in drug advertising ...  Science Daily

ChatGPT and Generative AI in Media and Advertising - Insider Intelligence
ChatGPT and Generative AI in Media and Advertising  Insider Intelligence

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

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Twitter's Elon Musk to court advertisers in rare ad world appearance  AdAge.com

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

Netflix Surpasses 1 Million Users For Its Advertising Business - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

Coldstream Capital Management Inc. increases its stake in Lamar ... - Best Stocks
Coldstream Capital Management Inc. increases its stake in Lamar ...  Best Stocks

How Meta is Using AI to Improve its Advertising - InvestorsObserver
How Meta is Using AI to Improve its Advertising  InvestorsObserver

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Fox News is fighting a $1.6 billion lawsuit. But advertisers haven't ...  NPR

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Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

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Differences in child and adolescent exposure to unhealthy food and ...  BMC Public Health

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The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period  Yahoo Finance

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Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

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In-game advertising: A marketer's guide  MarTech

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Global Head of Microsoft Advertising steps down  Search Engine Land

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FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

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Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

LGBTQ+ Consumers Less Satisfied With Their Advertising ... - MediaPost Communications
LGBTQ+ Consumers Less Satisfied With Their Advertising ...  MediaPost Communications

Net Zero Claims in UK Advertising: What Companies Need to Know ... - Sidley Austin LLP
Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

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New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

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JUUL false advertising $255M class action settlement  Top Class Actions

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Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ...  Pure Xbox

Colorado legislators debate pregnancy clinic advertising bill - FOX 31 Denver
Colorado legislators debate pregnancy clinic advertising bill  FOX 31 Denver

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

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States Are Learning the Wrong Lesson From Maryland's Digital ...  RealClearMarkets

Netflix May Change Its Advertising Approach - TheStreet
Netflix May Change Its Advertising Approach  TheStreet

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Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

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Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

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AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

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Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

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XFL Quarterback Gets Defense's Calls In Helmet Speaker As Las ...  OutKick

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Illegally placed signs advertising auction in Omaha confiscated  WOWT

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SS+K Wins Agency of Record for Smartsheet's Brand Advertising ...  Little Black Book - LBBonline

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Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

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Belgium bans gambling advertising from July 1  Reuters.com

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Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign  Digital Music News

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Belgium: Rules on crypto advertising tighten  Lexology

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Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

Walmart picks Innovid to boost personalized CTV advertising - FierceVideo
Walmart picks Innovid to boost personalized CTV advertising  FierceVideo

German minister calls for ban on advertising junk food to children - The Guardian
German minister calls for ban on advertising junk food to children  The Guardian

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Explore marketing and advertising Navasota Grimes County ...  The Navasota Examiner

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Twitter now allows cannabis advertising, and brands are ready to ...  Digiday

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WT Students Triumph at American Advertising Awards Ceremony ...  West Texas A&M University

FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ... - Federal Trade Commission News
FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

Roku partners with Best Buy and its advertising business to get first-party shopper data - TechCrunch
Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

Meta's AI-driven advertising system splits marketers - Financial Times
Meta's AI-driven advertising system splits marketers  Financial Times

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Staying Competitive Against Big Businesses: Best Practices for ...  Benzinga

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Xbox Begins Advertising 'Candy Crush Saga' As New Free-To-Play ...  Pure Xbox

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Google and Digital Advertising - AAF  American Action Forum

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Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

Why Dirty Data is Leading to Advertising Waste and How to Stop It - Spiceworks News and Insights
Why Dirty Data is Leading to Advertising Waste and How to Stop It  Spiceworks News and Insights

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System1 Wins Microsoft Advertising's Supply Partner of the Year ...  Business Wire

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Digital Advertising Continues to Steal TV's Thunder  Variety

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The modern orthopaedist persona: what to know for your next ...  Wolters Kluwer

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WMU advertising students win over Michigan dairy industry with ...  WMU News

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Agency Report Card 2022: BBDO | Advertising  Campaign Asia

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The Importance of Data in Outdoor Advertising  Entrepreneur

CCIA Submits Comments, Testifies On Connecticut Digital ... - Computer and Communications Industry Association
CCIA Submits Comments, Testifies On Connecticut Digital ...  Computer and Communications Industry Association

Agency Report Card 2022: Wieden + Kennedy | Advertising - Campaign Asia
Agency Report Card 2022: Wieden + Kennedy | Advertising  Campaign Asia

Display advertising in 5 charts: From programmatic to retail media - Insider Intelligence
Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

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Netflix and F1 Give Cigarette Giants a Billion-Minute Advertising ...  Expose Tobacco

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Marketers Prove Skeptical of Advertising In Chat-Based Search ...  Adweek

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Meta plans AR advertising: “A huge deal”  MIXED Reality News

SF Giants use Bengie Molina to advertise Oracle Park's improved WiFi - Sports Illustrated
SF Giants use Bengie Molina to advertise Oracle Park's improved WiFi  Sports Illustrated

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Fake ChatGPT Chrome Extension Hijacking Facebook Accounts for ...  The Hacker News

How social fragmentation is creating more opportunities for advertisers - Digiday
How social fragmentation is creating more opportunities for advertisers  Digiday

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