Dec 27, 2007

Who Says Long Copy Is Dead?


Who says long body copy is dead? A long delay recently left me with nothing more to read than the SkyMall magazine that sits in the front pocket of every seat of every major US airline. There I discovered something called the “Gravity Defyer Shoe” from a man who goes by the moniker “Alexander Innovation Wizard.” Alexander (which it turns out, is his first name) has a double page spread in the magazine, filled with copy whose tone will instantly transport you back to the 1930s and 40s.

Here’s a sample:
Ease Joint Pain And Pressure On Your Spine
It’s almost as if Aelous, the Greek god of wind, himself has taken his powerful wind out of his bottles and put it into each pair of Gravity Defyer Shoes. Your entire body will receive an energy burst when you slip on the Gravity Defyer Shoes because your joints and spine will no longer feel the full impact of your high impact life. The basic findings by the scientists of the Impact Research Technology Lab were that the combination of lightweight rubber and lightweight, durable springs will reduce the impact and force of gravity on your entire body much the same way that a suspension system helps reduce the impact on an automobile and airplane.

Jump Higher and Walk Faster
These ethereal shoes will transport you through life with such vigor that your friends and family will hardly be able to recognize you. The Gravity Defyer Shoes will power your step, making your steps longer and your jumps higher. You might find that you are walking faster and you may even find yourself showing up to those important meetings at work early! You might even find yourself joining a local basketball league.

Look Like A Million Dollars
We all have them, an expensive pair of dress shoes for those “special occasions.” The shoes that world famous secret agents wear to the black tie party where they end up doing some reconnaissance before they are chased around a European city by evil henchmen. The kind of dress shoes that show class, style, and sophistication but are so uncomfortable you can’t wait to take them off. Designed by the best shoes designers from three continents, the Gravity Defyer Shoes provide you will all the sophistication and comfort needed to keep up with the best of the world famous secret agents.
While it’s easy to poke fun at everything from the name of the product to the “Research Technology Lab” to the “expensive” shoes that hurt, what’s telling here is that there’s clearly a market that’s still taken in by this sort of hyperbole, a market affluent enough to fly and to buy $120 dress shoes. As we allow ourselves to focus on The Real Digital Revolution and the end of advertising, it’s wise to remember that there are still plenty of Americans who don’t share our skepticism to being sold.

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