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| A BMW ad, courtesy of MyBroadband.co.za |
Any trace of literariness in an advertisement is fatal to its success. Advertisement writers may not be lyrical, or obscure, or in any way esoteric. They must be universally intelligible. A good advertisement has this in common with drama and oratory, that it must be immediately comprehensible and directly moving.
Aldous Huxley, Essays Old and New.
