Radio Ink Magazine

The Advertising Minefield An orientation note to a new client

If you are going to communicate effectively with a person, you need to know something about their beliefs.

Most ad writers assume their audiences see and believe as they do. And when they knowingly write to people who believe differently, their writing often takes the tone of an argument, leaning heavily on evidence and examples, with undertones of disparagement and mischaracterization. Such writers persuade no one, but rather drive the wedge

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