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Less is by far more

Blaise Pascal famously wrote: I would have written a shorter letter, but I did not have the time is a perfect example of the power of great copywriting.

The image I have attached is a brilliant example of great advertising. Its simplicty is outstanding. This type of simplicity is haiku poetry on steroids. The restraint of the wordsmith to limit the text is literally beyond words. Richard Foster has been able to limit his approach and control the focus of this extreamly emotive and complex issue. I pulled this image from “The Copy Book” by Taschen. It is quite a read and valuable resource covering the landscape of some of the worlds best know and most loved Advertising copywriters of the last fiftey years. His control over the number of words enables the image to strike harder and to be quickly understood. This ad was for the Roy Castle Lung Cancer Foundation. Eneugh said.

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