Clever copywriting – where does wordplay fit in?
As a follow-on from my previous post, ‘Should advertising be clever’, this entry is about wordplay. Perhaps the commonest form of wordplay is the pun. When I started out as an advertising copywriter, one of the first lessons I was taught was to try and avoid puns. For instance, if you’re selling an inexpensive shirt, … Clever copywriting – where does wordplay fit in?