A New Style of Copywriting, mid-1900s

“The new style was called ‘impressionistic copy,’ or ‘atmospheric advertising.’ It made its pitch obliquely, by suggestion or association. It featured opulent art and striking layouts, striving for an impression of effortless high quality and class. The new style valued dignified, elegant writing as a compliment to its high visual tone. Finally, instead of the shady patent-medicine, mail-order associations of [Reason-Why Copywriting], the new style conveyed an impression of honesty and clean ethics.’

Stephen Fox on Advertising in mid-1900s

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