Post by afifatabassum on Mar 10, 2024 3:36:46 GMT -5
Day after day we are witnessing a real revolution in writing: digital has completely invaded the daily life of every user and every professional in the sector. Points of reference have changed, information paradigms have been overturned, new professional figures and different skills are constantly being introduced. If previously the much desired "writing well" was considered an added value, now something more is needed. Every copywriter must necessarily reinvent himself to converse with those who receive the message but, how to do it? It is precisely in this new context that Paolo Iabichino , eclectic executive creative director of the Italian headquarters of one of the most renowned communication and marketing agencies in the world, Ogilvy & Mather , set himself the objective: to create a new alphabet for writing advertising for today in an intelligent way following the new directives that today's communication imposes. After “Invertising. That is, if advertising changes its direction" and "Existential marketing.
Consumers buy, individuals Brazil Phone Number choose” it's time for “Scripta volant: A new alphabet for writing (and reading) advertising today” . A work that tends to represent a valid tool to meet the urgent need for a new grammar for today's creative writing. We delve into the publication directly with Paolo, to understand more closely how the new communicative languages are changing the way of writing and how professionals should approach this revolution already underway in the written word . First of all Paolo, thank you so much for your kind availability. I wanted to start this interview with a context question. What do you think of the direction that communication is taking today, increasingly mediated by technology?
Communication has always had a medium between source and recipient, only the reference technology has changed. We have moved from rock carvings to digital bits and this has made our work infinitely more complicated. Because the habitats of the internet are accessible to anyone and today those who deal with communication are forced to deal with an infinitely larger audience. However, the matter becomes more complicated because we are talking about an increasingly critical, attentive, sensitive and prepared audience . And this forces each of us to make new considerations such as those linked to consensus, applause or acceptance of what we write.
Consumers buy, individuals Brazil Phone Number choose” it's time for “Scripta volant: A new alphabet for writing (and reading) advertising today” . A work that tends to represent a valid tool to meet the urgent need for a new grammar for today's creative writing. We delve into the publication directly with Paolo, to understand more closely how the new communicative languages are changing the way of writing and how professionals should approach this revolution already underway in the written word . First of all Paolo, thank you so much for your kind availability. I wanted to start this interview with a context question. What do you think of the direction that communication is taking today, increasingly mediated by technology?
Communication has always had a medium between source and recipient, only the reference technology has changed. We have moved from rock carvings to digital bits and this has made our work infinitely more complicated. Because the habitats of the internet are accessible to anyone and today those who deal with communication are forced to deal with an infinitely larger audience. However, the matter becomes more complicated because we are talking about an increasingly critical, attentive, sensitive and prepared audience . And this forces each of us to make new considerations such as those linked to consensus, applause or acceptance of what we write.