Tuesday, September 29, 2015

How to Write an Ad Like an Idiot

What happy horseshit is this?

I saw this ad in National Geographic (from this year, no less) while waiting in the dentist's chair. Naturally, I was appalled.

The ad left me filled with burning questions: Do men tell time differently than others? What split-personality dunderhead needs a watch with both a digital and an analog readout? How can that watch be as sturdy as they say it is for only $59?

And, who the hell puts that much copy in a print ad? 

The ad is written in the first person, like a letter to you, Dear Reader. It's filled with action ("swinging a hammer"! "changing a tire"!) and description ("chromed," "heavy-duty," "bright green" [WTF?], and both "luminous" and "electroluminescent" [whatever that means]).

Who, aside from the occasional dumbfounded copywriter, is going to read this stuff?

I'd like to know the answers to all of these questions, but most of all, I'd like to know whether they sold any of these watches.