Noun. The intrinsic attractiveness (positive valence) or aversiveness (negative valence) of an event, object, or situation. The emotions popularly referred to as “negative”, such as anger and fear, have “negative valence”. Joy has “positive valence”.
Copy is a direct conversation with a consumer
Shirley Polykoff, copywriter (H/T Vikki Ross)
“When you really don’t know what to put on that blank paper in the typewriter, you should just write ‘Dear Charlie’ at the top. Assume that Charlie is a neighbor of yours, a very nice, bright, intelligent guy, with a sense of humor. He’s got all the mental equipment you have, but none of the information that you have about the Volkswagen. So just put down what you want to tell him in this ad, and cross off ‘Dear Charlie,’ and you’ll probably be alright.”
Bob Levenson, former Vice Chairman – DDB