WEEK1 - Reflection Post - A Touch of Legendary, David John Abbott

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A Touch of Legendary, David John Abbott
david-abbott-foto-540x304.jpg
Image via:
http://copywritinginaction.com.au/wp-content/uploads/2014/08/david-abbott-foto-540x304.jpg


When it comes down to simple classic ads, David Abbott has got it all. One of the most renowned advertising executives himself has been regarded as the greatest copywriter among his generation.

What makes him so great?

You might be wondering, what makes this particular copywriter stand out? David Abbott created many advertisement pieces that has the ability to make readers grasp hidden messages that can be found in the pieces with just a simple image and quote.

The trait that separates each and every copywriter would be their techniques used when producing their own unique piece. Here is an example of one of the pieces that he made.

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Image via:
http://copywritinginaction.com.au/wp-content/uploads/2014/08/sainsburys-grapefruit-1024x697.jpg

What makes this piece the perfect example would be how he let his work do most of the talking. In addition, the talking was laced with intelligence, wit and above all, humanity.

What was important to David was the fact that research was key. According to Copywriting in
Action School (2014), he got down to the street level, as he studied human nature. He had stated that he does not believe that a person can produce a fluent copy if they themselves are interrupted with research.

Furthermore, David’s words speak in the language of his targeted audience, and to their minds and hearts rather than their purses and wallets (Copywriting in Action School, 2014). We only read something when it is interesting to us, same goes for ads too. Mr Abbott’s work indicates all four empathy that involves valuable, meaningful, useful and pleasurable with a sprinkle of wit to woo.

To me, David Abbott is a fitting tribute to a man who was so gifted as he made a lasting impression on people he’d never even met.

By: Luk Ee Yen

Reference List
Copywriting in Action School. (2014). What Makes You Great at Copywriting? A Touch of David Abbott. [online] Available at: http://copywritinginaction.com.au/david-abbott/ [Accessed 8 Sep. 2017].

Comments

  1. UnknownSeptember 10, 2017 at 10:53 AM

    I like David Abbott's concept by promoted the product as simple to grasp yet interesting towards the audience. His masterpieces always has its characteristics (real, immediate, and personally engaging) it's like we know when we saw the ads it must be one of David Abbott's idea or at least they are using David Abbott's concept.

    One of Mr. Abbott's method to write an advertising is by created the scheme on his mind, including do the research, such as, fact-finding, etc (Copywriting in Action School, 2017). Because the most important thing to promoted something is by doing research first, which is I agree with his method.


    Reference:
    Copywriting in Action School. (2017). What Makes You Great at Copywriting? David Abbott. [online] Available at: http://copywritinginaction.com.au/david-abbott/ [Accessed 10 Sep. 2017].

    By: Nur Shabrina Shofanie

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