The Copywriting has changed. let's discover how Daniele Montemale – University of Urbino – september 2007 - www.viralavatar.com

The Copywriting has changed. let's discover how www.viralavatar.com Till the beginning of the '90ies, the copywriting was considered an important part of an advertising. It had to describe how the life of the potential consumer would be changed thanks to the product. The headlines and the descriptions could obtain till the 60% of an ad. Sometime pictures were considered less important than an headline. Some examples:

The Copywriting has changed. let's discover how www.viralavatar.com Colgate (1992)‏ Creators Copywriter: TIM HALL Art Director: PETER SUTHERLAND Account Supervisor: GARY KEARLY Advertiser Supervisor: BEN HAXWORTH Creative Director: JACK VAUGHAN Photographer: PHILLIP FISCHER

The Copywriting has changed. let's discover how www.viralavatar.com Mercedes-Benz (1994)‏ Creators Copywriter: POPPE VAN PELT Art Director: DIEDERICK HILLENIUS Account Supervisor: DIK KLICKS Advertiser Supervisor: LUC SCHRAM Creative Director: Photographer: MARCEL VAN DER VLUGT

The Copywriting has changed. let's discover how www.viralavatar.com After the middle of the '90, the most of advertising agencies changed their strategies adding more space for the photo or image and using less words. They were starting to understand how in an image or in a pic it supposes to be inside all the ”brand world” some examples:

The Copywriting has changed. let's discover how www.viralavatar.com Heineken (1998)‏ Creators Copywriter: GLENDON MAR Art Director: LOW PHONG THIA Account Supervisor: PETER SKALBERG Advertiser Supervisor: JAN SCHAPINK Creative Director: MIKE BOEKHOLT Photographer: SIMON TAPLIN T pographer: LOW PHONG THIA Illustrator: Entrant Company: Creative Team :

The Copywriting has changed. let's discover how www.viralavatar.com Volvo (1996)‏ Creators Copywriter: FILIP NILSSON Art Director: MIKKO TIMONEN Account Supervisor: GREGER ANDERSSON Advertiser Supervisor: OLLE SODERBERG Creative

The Copywriting has changed. let's discover how www.viralavatar.com And today? Well, finally the description of a product is almost disappear. The agencies have understand that the customer is more interested, intuitive than before. An image can captures more than 1000 words what the ad want describes. We live in the era of images. The ad are following this trend. A simple and short headline usually is used to give to the customer the way of interpreting. I have noticed, infact, how most of the headline of the most important brands are composed between 3 or 4 words. Some examples:

The Copywriting has changed. let's discover how www.viralavatar.com Ideas for life (Panasonic)‏

The Copywriting has changed. let's discover how www.viralavatar.com Life is now (Vodafone)‏

The Copywriting has changed. let's discover how www.viralavatar.com Impossible is nothing (Adidas)‏

The Copywriting has changed. let's discover how www.viralavatar.com Vivere senza confini (tim italia)‏

The Copywriting has changed. let's discover how www.viralavatar.com from: Where do you want to go today? (1998)‏ see the difference (2003)‏ till: WOW (2006)‏ Microsoft this last claim is too semplisitic without any key to understand the brand

The Copywriting has changed. let's discover how www.viralavatar.com There are other brands who use more words to claim that they are the best, becoming funny but maybe also unlikeable as Carlsberg. Probably the best beer in the world (Carlsberg)‏

The Copywriting has changed. let's discover how www.viralavatar.com Then, some other brands, as Sony create headline who claim that it is the best but not becoming unlikeable. Like no other (Sony)‏

The Copywriting has changed. let's discover how www.viralavatar.com Also the companies that work exclusively on internet use the same strategy as Ubuntu, the Linux OS Linux for human beings (Ubuntu)‏

The Copywriting has changed. let's discover how www.viralavatar.com Today the brands who have obtained an higher degree of trusting, image and LoveMark (Kevin Robins) can also not use any headline. The name or simply the symbol is what they are. some examples:

The Copywriting has changed. let's discover how www.viralavatar.com The Economist

The Copywriting has changed. let's discover how www.viralavatar.com from: Think different ('90ies)‏ Apple till the logo or simply the product

The Copywriting has changed. let's discover how www.viralavatar.com About me: my blog: http://www.viralavatar.com my CV: http://cvdanielemontemale.blogspot.com/ OPEN ONLY with Mozilla. (in english)‏ my last studies: http://www.viralavatar.com/2007/01/my-examsurveillance-copyright-freedom_27.html (video file sharing-- slides)‏ http://www.viralavatar.com/2007/06/my-exam-of-upload-sites-now-on.html (Second Life-- video + slides )‏ http://www.viralavatar.com/2007/08/creatives-are-bad-my-presentation.html (my presentation at Creativesarebad 2007)‏ my works as designer: http://www.saatchi-gallery.co.uk/yourgallery/artist_profile/Daniele+Montemale/32673.html