Point of view: The long and short of it

This article discusses the role of copy-writing in marketing, using an example of a long copy campaign from Apple, the electronics company, as a 'how not to'.

Point of view: The long and short of it

Molly Flatt1000heads

Has social media killed copywriting?

In general, I despise the Chicken-licken approach to progress. The insistence that the latest piece of popular technology means curtains for morality, journalism, God, society, TV, music, or whichever pursuit you have a vested interest in preserving in its current form, is an age-old instinct of human nature which never fails to be both boring and inaccurate. A few thousand years ago, Socrates was fretting that the newfangled vogue for writing would destroy our memories, and just look at Derren Brown. Of course,...

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