PS4: For the Players Since 1995

My last post analyzed a couple commercials from the PS4 and Xbox One campaigns, and in this post I’ll pick up with the PS4 commercial, titled on YouTube, “For the Players Since 1995.” This ad is so detailed and well-crafted that it would take a thesis paper to analyze everything inside it. But we’ll just scratch the surface, to get …

Copywriting: PS4 & Xbox One Showdown

My little post about why you shouldn’t write how-not-to articles has a parallel in the world of copywriting. The examples I’ve linked to all have something in common with bad copywriting: Don’t Tell it Like it Isn’t,  as Tom Albrighton of ABC Copywriting so succinctly summed it up. The most vivid example in his article — for me at least …

SEO Basics

How are people supposed to find your site through search engines amid the millions of other websites populating the information super highway? This article explains the basics of SEO to people who know what the term means, but aren’t sure exactly what it is or how it works. When thinking about how SEO works, the best way to look at …

The Shape of the Internet

Internet Space has been shaped by Google. The form it takes is defined by Google’s linear information-representation interface (i.e., an inflexible linear hierarchy of search results as opposed to an interface that’s more intuitive, user-friendly, user-modifiable, and complete, such as a visual representation of the totality of search results which can be filtered and altered by the individual user…say, I …

Copywriting as Problem Solving

In another article, I explained how copywriting is text that is designed to communicate a specific idea. Often, that idea is intended to catalyze a sale. The intent is to persuade the reader to buy something. The idea behind the text, whatever it may be, is typically part of a marketing strategy, designed to solve a particular problem. Obama’s first …

Copywriting & the Craft of Persuasion

The aim of copywriting is to communicate a specific idea. Like designers, copywriters work both creatively and logically to solve a problem. They design appropriate text that will communicate their targeted ideas to the reader. “Objects in the mirror are closer than they appear” and “just do it” both communicate a specific concept to the reader. The former relates a …