the body copy

"the body copy" - a bunch of words lying somewhere under the headline and above the baseline.
so whats the big deal. often the art-director prefers an ad without the body-copy as the copy just eats out the available space. or maybe according to some its better to replace it by some dynamic bullet points which say everything much clearly and also tell the fact "Hey! look here i'm trying to sell".

yes. the body-copy is dying a slow death. even the old timers will not realise when it died. because there's nothing heroic in such death. i would have prefered a more heroic death for our old buddy "the body copy". it would have been great to see the art directors association hanging it till death. atleast a death sentence would have made "the body copy" immortal. even better would have been a day that the bullet points would have come and stabbed the body copy.

but thats not the fate of our old friend. a friend who used to guide the consumer from the headline to the logo/baseline in a smooth way like a friend not a salesman.

creative heads have passed the judgement (without putting it in black & white) that no ads can enter the awards if it has a body copy of more than a line.

well have those creative heads, art-directors and clients ever given a shot in writting a few words of an ad without making it look like a vegetable vendors call.

i think everybody who hates the body copy atleast once in his life try and write one. only then they will think twice before discarding or disrespecting the next body copy coming thier way.