Chapter 13: Creative Execution: Art and Copy

The nonverbal aspect of an ad or commerical carries half the burden of communicating te big idea. in fact, the nonverbal message is inseparable from te verbal. As advertising copy goes through the editing process, copywriters must be prepared for an inevitable (and sometimes lengthy) succession of edits and credits from agency and client managers and legal departments. Copywriters must be more than creative; they must be patient, flexible, mature and able to exercise great self control.