Directness and simplicity

Directness and simplicity are the two most desirable qualities of an advertising copy that intends to fulfil its purpose successfully.

Instead, too much modern advertising is of "super-clever" category. One wonders whether the aim is to impress the "smart" folks of advertising industry or the people it is intended to reach. The copy should not expect the reader to invest too much voluntary effort or initiative.

The object of the copy should be to create the much valued familiarity about the product or service so as to ease the work of the salesman and the resistance to sale.

Advertising copy that is simple or direct need not be classified as bash or crude. The unusual may attract the reader towards the novelty of the ad rather than the product or the aesthetic appeal may not be sought after by many a target audience.

The objective of the ad copy is to publicize to help sell. The persuasive and the informative character of the copy should not be compromised to meet the demands of visualisation. No doubt the presentation is important to attract attention, stimulate interest; but to help absorption of the message should be its prime function. Everything else is trying to sell the ad rather than the product.

A road which is direct, honest and simple leads to success.