The Grumpy Old Copywriter: You Kids Wouldn’t Know ‘Legendary’ If It Slapped You in the Face

When I was breaking into the business back in the early 1900s, copywriters were taught to choose their adjectives with care. For example, when writing a radio ad for Dr. Bush’s Kumyss Sparkling Milk in 1922, I spent two-and-a-half hours debating whether to describe it as “delectable” or “luscious.” Somewhere along the way — probably […]