Who approved this?

My tax money.

After paying $60 in parking tickets last week, I came across this sign at the well-heeled corner of Yonge & St. Clair, a swanky address for ad agencies, surrounded by 7-figure real estate.

Someone at the City of Toronto approved this copy and paid for the creation of this sign.

I get it. But, the verb disturb disturbs me. What can it possibly mean? How does anyone disturb a shrub? It’s unlikely that the local millionaires were stealing them for their balconies. I can’t even imagine what disturbs a shrub.

Loud music?

Asking for directions?

Crawling over the iron fence and asking them to pose for a photo?

This isn’t the first time I’ve spotted my taxes supporting moronic copy. For another disturbing example of rotten copy, paid for by me and you, click here.

 

 

Audi A6 – great to watch

I’m not sure that the brand connection is super tight on this technical spot for the lightweight Audi A6 but I find it highly watchable and very well done. I’m pretty sure that humming birds are incredibly inefficient, burning almost all the food they take in immediately, but who cares? Really? It’s a nice spot.

Home page from Slavery Footprint.

Slavery footprint is a site making its rounds through inboxes this morning and I think it’s worth sharing on many levels. It’s well written, easy to drive, simple and a great way to get the message out about where our products come from. Check it out.

For some excellent commentary on sustainability, check out the outstanding work being done by Ogilvy Earth.

Grammar Sucks

I recently downloaded Grammar Sucks: What to Do to Make Your Writing Much More Better by Joanne Kimes and Gary Roberts.  Should you?

This is a book for relative beginners. The authors make that clear.

Kimes is a comedy writer and she knows when to give the audience a break. There’s a lot of prodding and encouragement throughout the chapters, as though grammar really does suck. So, if you need a primer and you do think grammar sucks, this is probably worth the price of a download.

If you’re writing professionally or your job depends on good written communication, you probably know that grammar doesn’t suck, and you’ll have this basic knowledge, so you’ll find the first half of the book unnecessary. It’s just a basic review of the parts of speech.

Stacking it up to other books.

Grammar Sucks: What to Do to Make Your Writing Much More Better” is the most basic on a list of books that try to make grammar accessible.  But that’s OK if that’s what you’re after. For $12 bucks, you can stop writing like a spaz. That’s a pretty good deal.  

For a more advanced look at the parts of speech, I recommend When You Catch an Adjective Kill It by Ben Yagoda. This is an entire book devoted to parts of speech and just as entertaining. If you’re serious about improving your grammar, this is a good study and Ben’s a funny guy.

For a deeper look at sentence making, you can download How to Write a Sentence by Stanly Fish. This is targeted to fiction writers but there are style tips throughout that are universally applicable. 

One of the best style guides is still On Writing Well by William Zinsser. This is a classic because it sings the praises of simplicity and clarity. It’s a calming resource that gets you on track. (On my desk right now.)

And I’ve always liked the charming style of Eats Shoots & Leaves. This is well written and funny. My copy is full of highlights and dog-eared pages.  I think this is the one that most marketing people should own. A lot of the examples come from our trade.

Online, Grammar Girl has become my trusty go-to site for clear, quick and reliable answers to questions of grammar. 

Note that I receive no compensation and have no interest in promoting or not promoting any book. 

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How insights work. Hot Coffee.

Like a lot of people, I was convinced that the term “frivolous lawsuit” summed up another symptom of an American population out of control. The documentary film ‘Hot Coffee‘ changed my point of view completely. I’ll go so far as to call this film important. It ought to be part of public education on civics.

I had a profound Aha moment when I saw how the term ‘frivolous lawsuit’ could be used to the advantage of large corporations, at the expense of people who may be entitled to large settlements.

This is a great example of an “insight” because it changed the way I will think about a subject forever. I looked behind the curtain and now I will never see this part of the American OZ the same way.

As a writer and content developer, I love these thought-changing moments. This is the power of stories well told.

I love Grammar Rock but still feel that the exclamation point is grotesque, borderline rude, effectively useless in the English language and seldom necessary. A good writer will always write around the need to use this punctuation.

There was a time when copywriters called exclamation points, “Screamers“. Keep that in mind. Why would you ever scream at the customer?

The Screamer is not like other punctuation tools. Unlike dashes (en & em), commas, ellipses and periods, the screamer adds nothing to tempo or speed and provides no direction until the end of the sentence, where it’s too late for the reader to be informed that he or she should have been screaming the whole time.

There are lots of brilliant attacks on the exclamation point from lots of great writers and you can google them for fun. They’ll all tell you the same thing… don’t use them. That’s all there is to say about that, unless you leave a comment. Thanks.

In an upcoming post, Ellisism will cover the topic of “Writing around the exclamation point”.

IIt was a great idea to use of customer feedback to create a low-budget spot with terrific relevance. I hope it’s true.

This kind of advertising isn’t afraid to alienate the customers it doesn’t want. That’s what makes it so compelling. Who hasn’t wanted to throw someone out of a theatre for casting a blue glow?

Love it.

The ART of integration.

There are three things that human beings form naturally: Attachments, relationships and trust. Fortunately, that forms a nifty acronym that can help creative people and planners approach the challenges of integrated marketing communications from an emotion point of view.

Attachments

The Buddha warns us to avoid attach attachment but most people aren’t wired for that approach to happiness. We get attached to our beliefs, the things we own and the brands we choose to decorate our outer persona.

Relationships

Our day-to-day lives are governed by relationships. In one day we can be spouse, parent, boss, subordinate, colleague, teammate, sibling, mentor and coach. We also form unhealthy relationships with booze, drugs, food, co-dependency and a host of other bad influences.

Trust

We form trust as children. It comes naturally. As adults, we learn to trust with caution but mostly go about our day believing that the other guy will stay on his side of the yellow line as we drive to work and that no one will steal our shrubs while we sleep.

How does this affect integrated marketing communications?

It’s simple really. The bond we have with the brands we choose is likely cemented by one or all three of these naturally occurring responses. For example, brand loyalists may be seeking validation of their attachment. That might lead to a status-based, game style approach. Relationships based on comfort may need to integrate a human touch. Customers who trust a brand’s point of view on style may want access to specialized content.

Examining emotional relationships will lead to better channel decisions. In other words, answer the question “why” before you start planning “where”.

One of the best sites for discovering new work or stealing examples for staff meetings and presentations is Metal Potential. The site is maintained by Rob Schwartz, the Chief Creative Officer of TBWA\CHIAT\DAY Los Angeles. It’s worth a visit.

It’s unlikely that we’ll ever see insurance ads as daring as this one in Canada. But we can hope.

How to Write a Sentence by Stanley Fish.

I liked reading ‘How to write a sentence‘. It’s on my iPad and made for good subway reading. This is definitely for the word nerds out there. If you aren’t directly responsible for writing, approving or editing copy, it might not be the most useful desktop resource.

But if you appreciate the craft or writing, there are some good tips for writers and readers. We sometimes forget that all the great lines in advertising, film and literature were written by someone just like us – someone who woke up to a blank sheet paper and tried to do something better, more original, more thoughtful.

The publisher’s blurb is below and you can always click on The Writer’s Bookshelf for more suggestions on great reads and influential books on the craft of writing.

Book description from Harper Collins: Some appreciate fine art; others appreciate fine wines. Stanley Fish appreciates fine sentences. The New York Times columnist and world-class professor has long been an aficionado of language: “I am always on the lookout for sentences that take your breath away, for sentences that make you say, ‘Isn’t that something?’ or ‘What a sentence!’” Like a seasoned sportscaster, Fish marvels at the adeptness of finely crafted sentences and breaks them down into digestible morsels, giving readers an instant play-by-play.

In this entertaining and erudite gem, Fish offers both sentence craft and sentence pleasure, skills invaluable to any writer (or reader). His vibrant analysis takes us on a literary tour of great writers throughout history—from William Shakespeare, Jane Austen, and Henry James to Martin Luther King Jr., Antonin Scalia, and Elmore Leonard. Indeed, How to Write a Sentence is both a spirited love letter to the written word and a key to understanding how great writing works; it is a book that will stand the test of time.

For anyone struggling with basics or aspiring to write with greater clarity, I recommend ‘When You Find an Adjective, Kill It‘.

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