Branding, Design and
Illustration Services.
In addition, Attiliis authors and teaches The Creative Process For Communications For Branding For The Rest Of Us.
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advertising writing
 

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d copywriting comes in a variety of styles and personalities. Most people's opinion about which kind they like best is pretty vague. It could vary with a change in mood. After all, this isn't an author's work that they went out of their way to absorb, save, reread and/or pass on to others. So how to pick some criterior upon which good ad copy writing can be identified is the question. As in the design of an ad, a streamlined approach makes sense because it gets the message across quickly and clearly, before the reader moves on for lack of understanding. This is especially important in a competitive environment.
At the same time, ad writing should be more compelling than the straight factual writing you find in a newspaper. Because it wants to move a person to actually do something. By connecting with the target audience at an emotional level it is possible to achieve the credibility that will generate a desired response. Therefore, the art of successful ad writing must lie in how much directness can be given up or delayed to make room for a concept that is intriguing. A pinch more if the message appears in a business to business publication. Much more if everyone already knows the product and its brand. A smidge less if in a general consumer type message about an unknown. And so on. All the while making absolutely sure that the attraction of the concept rings well intentioned, friendly and true
.
 

sample

A copy start that is both creative and clear is possible so long as it works fast.

With dominant photography that includes huge price tags, there's plenty of product to attract interest. A less than soft sell headline is not out of place here to balance the message's mood. However, once the thoughtful opening has been delivered in the headline, it is vital for those first lines of text to quickly inform readers of the business message.
 

peau3.jpgad copy

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Creative functions:
Writing, co-creative direction, art direction and design*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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