Rubicam advertising campaign for Steinway
Founder together with John Orr Young of Young & Rubicam , one of the most important advertising agencies in the world, Rubicam put these beliefs into practice in one of his most successful works: The Instrument of the Immortals for Steinway & Sons , a piano manufacturing company. history of copywriting Rubicam The Instrument of the Immortals easy web marketing & Sons pianos Through etensive, consumer-oriented research , Rubicam discovered thatSteinway pianos had been used by nearly all of music's greatest 1000 Mobile Number List composers. Hence the idea of creating an advert (tet and image), focusing on a prominent classical music personality. The first was the one created with Franz Listz, a Hungarian composer, pianist and conductor. William Bernbach ( – ) Known for having created the second creative revolution in advertising in the United States, everyone remembers him as a copywriter but since he has worked as a creative director . He invented the "creative
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couple" in which copywriters and art directors collaborate to create even more effective advertising campaigns. Words and images must combine perfectly with each other. You may be interested in : Freelance copywriter: how it helps you communicate your brand Bernbach's style is characterized by two distinctive elements: irony and negative approach . Irony is the weapon used to "wink" at consumers who shared the same epressive code ( recognizability ). The negative approach served to prevent consumer objections , anticipating and emphasizing the weaknesses that the public would attribute to the product
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