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Advice and help for would be copywriters

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If People, And By That I Mean Clients, Would Only Keep Taglines And Logos In Their Place...

If people, and by that I mean clients, would only keep taglines and logos in their place, employing them where they are useful and discarding them when they are not, I wouldn't have a word to say against them. But they won't, so I have. Not everyone, for a change, will agree with me on this. I propose, therefore, to give you a little quiz. This is partly to prove that I am right and partly because it will give you something to do over the weekend.

The following, then, are all slogans in current use. How many advertisers or products can you name? The answers are given below - but try not to cheat, eh? 1 Honestly made, honestly better.

2 The big one. 3 The leaders in car care.

4 A touch of blue does it. 5 You don't have to hope for the best. 6 Now is the time. 7 Everyone's local building society.

8 The margarine for men. 9 The best for less. 10 Beyond the limits of time. 11 The world's favourite airline.

12 All together, better. 13 Very special cognac. 14 One instinctively knows when its right.

15 Everyone wants them. We've got them. Before anyone runs away with the idea that I may have selected this little lot for their charm, charisma or advert- I 72 ising appeal, allow me to disillusion them. Among the above are some of the worst examples of what I've been telling you not to do for the last 54,000 words, or so. In truth, I find merit in only a very few of them - and remarkably little even then.

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1 Robertson's jam. 2 Texas Superstores.

3 Holts car care products. 4 Regal cigarettes. 5 Thomson Travel. 6 Toyota cars.

7 National a...

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