October 1, 2015
I found myself watching the movie 300. Again. Have you seen it? You should. Redemption, revenge and freedom. We are taught to be careful about the first two. And to passively appreciate the third. Civilization, I suppose. But King Leonidas would suffer no one to protect his freedom.
And so a fantasy, which, as many do, must start grimly…
The fields of Adland may be fertile for some, but many of us are bound to servitude. We make content. Blunting our God given skills at copywriting and design in order to fashion “tool kits” for unappreciative and faceless entities posing as marketing oracles. But they are demons. Takers. Deceivers. “Gives us weapons for our sales force!” they demand. For pittances our task masters yield to them, turning to us with expectations as sharp as dragon steel. Not wanting to be thrown outside the gates, we bend into our computers and render slide after slide after. All these good sons and daughters strapped to machines forging power(less)point presentations to satiate a box checker, who’s only mandate is to appease his own pitiless master. And so is weaved the self-fulfilling prophesy of sorrows. For no one in this chain will ever see the freedom true creativity can bring.
“This is madness!” we whisper to ourselves, and those closest to us on the wheel. Speak up and you may not be heard from again.
Oh, to be the brave Leonidas. To say back: “This is not creative!” Then to kick the stunned whip holders into the pit.
Can any creative deny herself this fantasy of being a great deliverer? It’s in our DNA. We want to make things that make things happen. To be able to point to our creations with pride of ownership – not to bow our heads with apologies and excuses. When our children ask what we do we want to show them. Answer with proof not jargon.
That film. This poster. Those bright, shiny objects that shape popular culture.
But the wheel needs turning. Seven days a week sometimes. The false oracles threaten our bosses turning them into cowards and monsters. Fear ripples down. Dripping into a sweatshop. The chain of sorrows has no give.
Or does it? I have seen creative Utopia. There, enthusiasm reigns over fear. Ideas command respect and are worshiped for their amazing powers. I have harvested fruits from these fields and will do so again. I hope all of us do.
September 10, 2015
Do you know where you’re going to?
That’s the signature line from the Theme from Mahogany by Diana Ross. A lovely number, back in the day it was a sensation. But that line. Well, as tuneful at it is it also happens to be wrong. As a sentence it’s grammatically incorrect. Ask any 7th grader. it ends in –or should I say ends with- a preposition. Spell check will tell you the same thing. That “to” is tacked on. Technically, the line should be, “Do you know where you’re going?”
However, the correct line would also be the wrong line. Without that tiny,”incorrect” word the song may very well have failed. Theme from Mahogany might not have even happened.
Which got me to thinking about copywriting. How many times have we also used poor writing (grammatically speaking) to deliver stunning creative results?
“Think Different” anyone?
It’s what we do. It’s what we’re supposed to do. Good copy takes poetic license with the written word. And sometimes that means ending a sentence with a preposition. Or starting one with one. Or repeating words like “one” to make a point. To stand out. To shine. That’s the same reason I just used two phrases as complete sentences, even though spell check implored me not to. And look at that. There’s “to” at the end of another sentence. For that matter there’s “that.”
I realize all this may seem quaint in the age of social media and texting. Never before has the written word taken so much abuse by such a mass audience. Brutal spelling, abbreviations and the like have manhandled the world’s languages into grotesque shorthand.
But that is how people choose to communicate. We like it. And for the most part, any and all marketing communications must adjust accordingly or risk dying off like big words and good manners.