This is an AD. This writing all over it is called COPY. We hope to draw your attention to the AD by writing this COPY.  Is it working? If it is, you will hopefully be persuaded to read the whole AD. Then we want you to fall in love with us, the AGENCY. We want you to appoint us as your AGENCY. That’s one of the reasons you’re here isn’t it? Our hope is that the more you read the COPY in this AD the more you will want to appoint us as your AGENCY. This writing is trying to lure you in much like a haunting mysterious illustration would do. But there isn’t an illustration. The ILLUSTRATOR threw a sicky. We hate him. You probably do too because you still have a lot of reading to do. So the copy is designed to get you to read the AD. This is called luring the VICTIM. And you are the VICTIM. And if you have a free mind you will STOP READING NOW. Because all we are attempting to do is make you read on. But here’s the BIND. If you do stop you’ll just be doing what we are telling you to do. If you continue to read on you’ll just be doing what we wanted you to do in the first place. And the more you read the more you will be falling for this simple AD that is telling you how good our COPY is. It’s a TRICK. And this is the worst TRICK of all as it describes the TRICK whilst tricking you. And if you’ve read this far you are a VICTIM that has been TRICKED. But at least we’re telling you about it. We could have written the copy in an interesting typeface, used colour, a logo or even a clever headline. You may have looked at this AD first. But this would have been a FOOLISH GAMBLE on our part. You’re not seduced by cheap tricks. We have a good product and we are a great AGENCY. We think this has been a CHARADE.  And if you agree it has been a CHARADE you probably like the COPY, and hence, the AGENCY. Then the AD will have done its job. Has it?

• Blog RSS feed