We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Viewpoint: Writer's Notebook.
- Authors
Erb, Lyle L.
- Abstract
This article focuses on a writer's style and manner of writing in some marketing scenario for a group that syndicates television commercials, written by an advertising personnel. The author states that the writer displays his facility with words in a great outpouring of superheated prose--it might even be called hot-rodded. He further states that when the writer really wants to make a strong statement, he resorts to a strange mix of underscored capital letters followed by multiple exclamation points!!! The writer under review is overly fond of fad words. The writer's favorite word is "unique," which he uses liberally on every page, five times in one paragraph. He writes that a certain commercial has "an emotional appeal that the viewer can empathize with." Empathy is the projection of one's own personality into the personality of another in order to understand him better. The author suggests that this writer, who is highly successful in his field because of the creative originality of his ideas, needs a skilled but calm copy editor to rewrite his overblown prose.
- Subjects
CREATIVE writing; ENGLISH language; CREATIVE ability; LANGUAGE &; languages; ENGLISH language punctuation; MARKETING; TELEVISION advertising; MASS media &; literature; AUTHORS
- Publication
Public Relations Quarterly, 1980, Vol 25, Issue 1, p32
- ISSN
0033-3700
- Publication type
Article