B&Q’s ‘you don’t buy a life you build one’ campaign. Check it out…… I love this advertising campaign by a DIY retail chain
Make your words work. Make your words count. And make your words dance.
Vikki Ross, copywriter
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)