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Das sagte:
George Gribbin, Texter
«There are relatively few occupations today in which you can have more hours of happiness than writing advertising copy.»
«I was so damned innocent about the ad business that I didn’t realize there were people in the business of writing advertising and getting paid for it.»
«All kids have a great desire to be excellent at something, and I was always lousily coordinated, and was never any good at football, or baseball, or basketball, or other things a boy in high school wants to do well at. So I gravitated towards books, more than would be normal; reading a lot, I think I developed more writing skill than I normally would have. I won a couple of local essay contests, and that gave me the delusion that I had considerable writing ability. I think I overestimated that, though.»
«When it comes to writing a good ad for a can of soup, it’s more difficult to do that than it is to go out on an automobile accident, or a robbery, because a car accident and a robbery are interesting to people. It requires no ingenuity to make those stories interesting. It does require great ingenuity to get people interested in the many products that are advertised today.»
«Now, once an advertisement is done, then you can start analyzing it, and very often improve it. While I can’t tell you of a ritual to go through to do it, I can damn well tell you a ritual to go through after you do it. Will the headline make you want to read the first sentence of copy, and will the first sentence of copy make you want to read the second sentence? And you go right straight through the piece of copy. It ought to be at the very last word when the reader wants to drop off.»
«The first thing that marks a good writer is that he avoids the cliché. He avoids the cliché in his speech, not just in his writing. He is careful of not using the hagridden figures of speech in his conversation. If he has a figure of speech that pops out of his mouth, it is more likely to have some originality in the phrasing of it, or he won’t use a figure of speech. Another mark of a good adman (not just writers, but everybody connected with the creation of the ad): He will be a widely read person.»
«I think a good writer can never be a snob; a snob sets himself apart from people, rather than being one of them. That’s suicidal for a writer. I think a writer should be joyous, and an optimist, rather than a cynic. Anything that implies rejection of life is wrong for a writer, and cynicism is rejection of life. I would say participate, participate, participate.» |
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