Damn Good Advice

A Madison Avenue maverick who served as the model for Mad Men’s Don Draper has good advice for advertising’s next generation of pitchmen. Building brands is about more than simply wowing consumers with powerful images on Retina displays. Somehow, words still matter.

So says George Lois, one of the business’s enduring geniuses. He showed up on NPR this morning to promote his new book, Damn Good Advice:

Even though the synergy between words and images is crucial, Lois always tells people just starting out in advertising that when concocting a great ad, the words must come first. “They look at me stunned,” he says. “They say, ‘No, no, you create these powerful visual images. Why would you think of copy first?’ I say, ‘Because, a line, a slogan should be famous.”

Words resonate. Stories move people.

Lois’s observation about advertising is no less true of other forms. Whether you’re publishing magazines or producing movies, eye candy will only get you so far.

Posted in Editorial on 03/19/2012 09:22 pm
 

1 Comment

  1. Throughout the grand scheme of things you actually receive a B- just for effort and hard work. Where you actually misplaced me personally ended up being on all the specifics. As people say, the devil is in the details… And that couldn’t be more correct right here. Having said that, permit me inform you what exactly did work. The text is actually pretty powerful and this is most likely the reason why I am making the effort to comment. I do not really make it a regular habit of doing that. 2nd, even though I can certainly see the jumps in logic you come up with, I am not really confident of how you appear to unite your ideas which help to make your conclusion. For now I will, no doubt subscribe to your point but hope in the future you actually connect the facts better.

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