Side View’s weekend theme this week is Advertising. It’s been the story of my life, I worked in the industry and now I feed people in that world. I had ups and I had downs, I was lucky in that I met many wonderful people. I also met many awful people; there was the aging creative director who took the credit for his copywriter’s ideas and will forever carry the guilt of her suicide; everybody in the industry knows exactly who I am talking about.
Being “in advertising” is not the glamorous business young hopefuls think it to be; the hours are long and the deadlines are inevitably tight leading to high stress levels. Sure, the money is better than in most other industries, but burnout is frequent and the widespread stories of substance abuse are grounded in truth. It’s a tough world and I’m quite grateful I’m on the other side of the fence today. So, before I go off and make 80 meatballs for a film shoot tomorrow, let me make a case for mackerel …
Let’s begin with the most important lesson in advertising from He Who Knows All, David Ogilvy: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
So, I could wax lyrical about the nutritional value of this fatty fish. Or I could simply say FEED YOUR FAMILY FOR ONLY R20!
Yep, four fish and two potatoes and I got me some great fishcakes. Ta da!
Fish burger, anyone?