In the beginning was the word
Andreas Panzeri was struck by advertisements in which the headlines once again seem as eloquent as in the best days of the GGK.
Texts When young women stalk through the neighborhood in hot pants and it's not exactly Street Parade or 1968, then the style expert can speak of a retro trend. The look of the Sixties and Seventies drapes itself across all areas. And since advertising and trends are ideally related, such a retro look should logically also be found in current creative work.
In fact, a few advertisements have caught our eye in recent weeks, in which the headline - at that time they didn't call it a headline - once again seems as powerful as in the best days of the GGK. That's where this advertising literary style was invented. "As a man, you are measured by your deeds. Loved you are for your weaknesses." A Glashütte brand watch is marketed with this headline. "Every car says something about its owner. This one delivers a eulogy." Is rediscovered sales poetry for Mercedes. "A bottle of Beaujolais nouveau always goes fast. A million only with Angela Salvo." communicated with good old wordplay for DHL.
Whether the nostalgic retro wave in advertising will also bring the dream sales of RBK back into our coffers remains an open question here.
Andreas Panzeri
In fact, a few advertisements have caught our eye in recent weeks, in which the headline - at that time they didn't call it a headline - once again seems as powerful as in the best days of the GGK. That's where this advertising literary style was invented. "As a man, you are measured by your deeds. Loved you are for your weaknesses." A Glashütte brand watch is marketed with this headline. "Every car says something about its owner. This one delivers a eulogy." Is rediscovered sales poetry for Mercedes. "A bottle of Beaujolais nouveau always goes fast. A million only with Angela Salvo." communicated with good old wordplay for DHL.
Whether the nostalgic retro wave in advertising will also bring the dream sales of RBK back into our coffers remains an open question here.
Andreas Panzeri
