Benton & Bowles, Inc.
Executive Vice-President, Director of Creative Services (in 1969)
chuukyuu What do you observe is the future trend of copywriters?
Mr.Hampel word. Well. ok, I guess, that's true, but I don't believe that you really can persuade people with just pictures; I still think you need a good set of persuasive words-selling copy to go with those pictures,
I don't think that there are enough people writing well. Considering the welter of advertising messages being hurled at today's consumer, there is a shocking scarcity of really good advertising.
I mean a combination of pictures and words that really reach a person and make him act. Make it almost ~impossible for him to do without
that product or service. Make him shell out money to buy because you, the writer, told him and the art director showed him how the product would make his life a little easier, or happier, or healthier, or safer, or sexier or whatever.
The future belongs to the creative advertising man who can come up with big selling ideas and articulate them in memorable, persuasive
language that moves people. Marya Mannes, author and critic, said recently, "Life can't be all song and sound ... people can't exist without words."
Art or entertainment for the sake of it and at the expense of the selling message will be out. It is a large waste of money and more advertisers are discovering ito-the hard way.