Albert Lasker. Mel Martin. Eugene Schwartz. Robert Collier. Victor Schwab. David Ogilvy. John Caples. Maxwell Sackheim. Bill Jayme.
Copywriters who wrote beautiful copy. Ads that drove results. As David Ogilvy said, “We sell or else.”
This is the point. Advertising comes in two flavors: artistic and mechanical.
One obscures the message and is judged by its originality. It conforms to the principles of art.
The other clarifies the message and is judged by performance. It conforms to principles of copywriting, of advertising.