Bugaboo Cover
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 Bugaboo Cameleon HOT PINK FLEECE SEAT COVER  US $7.96
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 Bagabottle Bumper Bar COVER Fits Bugaboo Cameleon US $4.78
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 Bugaboo Cameleon Rain Cover US $7.99
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 Bugaboo Cameleon Frog canopy wires and bumper bar cover US $21.00
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 Bugaboo Cameleon seat inlay sun canopy and bumper bar cover US $25.00
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 Bugaboo canopy seat inlay apron footmuff bumper bar cover bassinet fitted US $85.00
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 Bugaboo Bee Black Standard Stroller Denim with Clear Rain Cover too US $399.99
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 1X Rain Cover for stroller pushchair baby jogger Trend Graco Bugaboo Britax Jane US $34.88
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 Bugaboo seat base for Cameleon black and bumper bar cover US $50.00
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 Bumper bar cover to fit iCandy Peach Bugaboo Quinny US $25.39
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 Rain Cover for Quinny Buzz Quinny Zapp Xtra Bugaboo cameleon Icoo manhattan US $34.88
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 1X Rain Cover for Quinny Buzz Quinny Zapp Xtra Bugaboo cameleon Icoo manhattan US $34.88
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 Bugaboo Bee Plus Stroller Base In Black With Rain Cover US $260.00
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 Mama La Stroller Cover For Bugaboo Gilman US $19.99
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 1X Rain Cover For Quinny Buzz Quinny Zapp Xtra Bugaboo cameleon Icoo manhattan US $34.88
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 Bumper bar cover to fit ICandy Peach Pear Apple Bugaboo US $9.47
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 New Baby Boy Girl Stroller Liner Cover Beige Quilted Fits Bugaboo Gift SALE$98 US $79.99
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 New Baby Girl Boy Stroller Liner Cover Red Fits Bugaboo Great Gift SALE $69 US $49.99
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 Bugaboo Frog Rain Cover US $7.90
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 New Bugaboo Cameleon Rain Cover US $65.99
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 Mama La Stroller Cover For Bugaboo Barcelona Gold US $19.99
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 Bugaboo Mosquito Bug Net Cover Cameleon Frog Gecko US $21.99
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 BUGABOO frog foot muff cover black FROG LOGO RARE cover EUC US $24.99
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 BUGABOO frog foot muff cover black EUC US $19.99
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 Bugaboo Donkey Rain Cover NEW US $15.00
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 New Plush Stroller Liner Seat Cover Fits All Bugaboo US $55.20
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 Bugaboo Bee Sun and Wind Stroller Cover Stroller Not Included 240 US $44.95
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 NEW BUGABOO CAMELEON STROLLER GEAR ACCESSORIES RAIN COVER CANOPY 780540 US $49.95
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 Mama La Stroller Cover For Bugaboo Barcelona Pink US $19.99
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 Bugaboo Stroller Frame Cover US $15.95
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 BUGABOO CAMELEON RAIN COVER US $34.99
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 Bugaboo ORANGE Fabric Set Plus BREEZY canopyseat inlaybassinetbreezy cover US $89.00
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 BUGABOO DONKEY STROLLER RAIN COVER NEW US $25.00
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 Baby Stroller Cover for QuinnyBuzz Zapp Xtra Manhattan Kiddy clickn Bugaboo US $49.18
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 Bumper bar cover to fit iCandy Peach Bugaboo New US $13.53
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 Bugaboo Frog Navy Standard Stroller With Cup Holder Rain Cover and Umbrella US $329.00
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 BUGABOO Mosquito Bug NET COVER Cameleon Frog Gecko US $26.00
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 Bugaboo Cameleon Sun and Wind Stroller Cover Stroller Not Included 230 US $49.95
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 New Baby Boy Girl Stroller Liner Cover Black Sequin Bow Quilted Fits Bugaboo US $98.00
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 New Baby Boy Girl Stroller Liner Cover Denim Quilted Red Bow Fits all Bugaboo US $89.00
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Bugaboo Diaper Bag Cover Bugaboo Diaper Bag Cover... |
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Bugaboo Diaper Bag White Leather Bb01 $145.00 Introducing the innovative and versatile Bugaboo Bag collection - carry with ease, clever storage. The Bugaboo Bag is not just a diaper bag for your child, but a modern carryall for adults. The sleek design and surprisingly functional interior make the Bugaboo Bag a permanent accessory, to be used well beyond childhood. It's practical for play dates and errands and stylish enough for afternoon m... |
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Bugaboo Cameleon Diaper Bag Tailored Fleece Cover 2007 - Green Customize your Bugaboo Diaper Bag, sold separately, by adding a fleece tailored flap in the color of you choice. Buy one in every color so you can coordinate with just about any outfit! The tailored fleece flap also functions as a soft changing mat for quick diaper changes. For use with the Bugaboo Diaper Bag (in Dark Gray), sold separately. Includes one green fleece cover; additional colors sold ... |
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Kiddopotamus Snuzzler Complete Head and Body Support, Ivory Terry $13.45 Parents may want to give their infants the Snuzzler for the luxurious comfort factor alone. But what will really make them happy is the fact that the award-winning Snuzzler provides gentle support for baby's vulnerable head, neck, and back, keeping her stable and comfy in the car seat, stroller, swing, bike trailer, backpack, and bouncy seat. The plush terrycloth is reversible to smooth, woven fab... |
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JJ Cole Urban BundleMe Toddler The JJ Cole Bundleme Urban Stroller, Car Seat and Jogger Weather Protector Sack The quilted outer nylon of the Urban Bundle Me protects against wind and rain, while the rich inner microsuede adds style and warmth. ? use with car seats, strollers, and joggers ? wind and water resistant ? machine washable ? removable top for easy temperature control ? crash tested- FMVSS 213 ( Crash Tested - FMVSS 2... |
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J.L. Childress Standard & Dual Stroller Travel Bag Stroller travel bag protects single and double strollers from dirt, germs and scratches.... |
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Writing's on the Wall $4.33 All products are BRAND NEW and factory sealed. Fast shipping and 100% Satisfaction Guaranteed.... |
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Child-Bug-A-Boo Pt.1 $3.28 Destiny's Child Bug A Boo UK CD single... |
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A Bugaboo!!! (hand-coloured engraving) by.. - iPad Cover (Protective Sleeve) - Art247 - IPads 1 And 2 $32.00 Fits iPads 1 & 2Finest NeopreneThis is an automated preview only. Actual iPad Covers design may vary. All products are hand finished by our expert manufacturers and the best crop available will always be selected.... |
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A Bugaboo!!! (hand-coloured engraving) by.. - Protective Phone Sock - Art247 - Standard Size $9.50 Fits all iPhones and BlackberriesFinest NeopreneThis is an automated preview only. Actual Phone Sock design may vary. All products are hand finished by our expert manufacturers and the best crop available will always be selected.... |
Righting the Writing
I once had a client who e-mailed me some copy—not for any specific ad, just some would-be headlines and paragraphs to stick in somewhere. Looking at the e-mail header closely, I realized she forwarded me something her college-aged son had written.
The copy was bad. Freshman Advertising 101-level bad. I couldn’t really use it anywhere. And I knew she’d resent me if I told her how bad it was. I also knew that later, when she re-wrote a radio spot having sat on it for 4 months after I’d originally presented it, that I couldn’t win.
Of all the things in the advertising business, nothing irks me more than having an ad or a piece of copy sent back to me by the client, re-written. Because inevitably, the result is a half-assed, watered-down, cliché-ridden mess.
I don’t mean asking for changes such as modifying an odd word or sentence, adding appropriate technical info, or moving some paragraphs around. On the whole, those are OK. I’m talking about instances when the client looked at what I wrote, opened up a new Word document, and began re-typing.
Clearly, it’s the one bugaboo that writers have to put up with more than art directors. Because clients can often ask for idiotic suggestions in designs or layouts, but they can’t whip out Quark or Photoshop and make it happen. Everyone, however, knows how to use a word processor.
Now, we all know that advertising, marketing and business communications in general do not conform to the grammatical rules a high school English teacher would enforce. Writing effectively or provocatively for a commercial art such as advertising takes a different perspective on the use of words and language.
But in the last twelve years or so, we’ve seen a massive sea change in the use of English. The Internet, e-mail, blogs, IMs, and text messaging have led to an explosion in writing—bad writing. For instance, some people misspell words on purpose. Apparently, it’s just cool to do it. Ya know?
A whole generation that grew up with digital communications is changing the standards that typify conversational English, and continue to do so as they assume positions on America’s corporate ladder. So inevitably, the carelessness and callousness creeps into business writing. E-mails become shorter, less formal and punctuation-free. Microsoft Word can spell-check but can’t tell the difference between “there’s” and “theirs” when it counts. Speed is essential, so we click “send” without reading what we’re sending.
Along with the bad grammar comes inane content. When clients write, they talk to themselves. They’ll substitute the word “solution” when they can’t define what it is a company actually makes or does. They’ll take simple phrases and obfuscate language so as to inhibit undue legal or professional consequences. In other words, they prefer copy that covers their asses.
Clients feel an instinctive need to make their own mark on advertising they approve, and sometimes that includes writing the ads. They do it to try to prove their worth, and they do it because they think it’s fun—anytime you do someone else’s job without consequence or measurement or having to live up to standards, it’s fun. But if you can’t assemble a clear, coherent paragraph that passes some amount of grammatical muster, what business do you have telling professional communicators how to do it?
How did advertising get to this point? It’s simple. We don’t present ads in person anymore. We e-mail the copy in Word docs for client approval. We’ll send the copy again and again and again if the client needs to approve every change. And once clients get in the habit of making endless bad changes, there’s no turning back.
I suppose mediocre writing is a by-product of our modern life, where everything needs to be done immediately, and you can make a thousand tweaks in Word before you ever decide you’ve got it right. I once had an instructor at the Creative Circus who was a writer and a passionate linguist. We were discussing some copy I’d written that needed re-writing. “What did writers do before computers?” I asked in jest. “They did more thinking before they wrote anything,” he replied. Good answer.
We all need to do a little more thinking. The advertising industry has quite a few problems, but we’d be better off if our clients thought more about doing their jobs better instead of trying to do ours. Then, consumers may decide the writing might be worth reading.
Ya know?
About the Author
Branding. Religion. Censorship. Office politics. Global politics. Sexual politics. And getting drunk during a job interview.
Since 2002, Danny G. (a.k.a. Dan Goldgeier) has been writing the most provocative advertising columns ever published. They're all witty, thoughtful and probing, and a must read for those who want a perspective rarely seen in traditional industry publications.
An Atlanta-based copywriter and ad school graduate, Dan has worked at shops big and small. He reads incessantly about advertising, and is a whiz at rock & roll trivia. Learn more about him by visiting his copywriting website or AdColumnist.com, the View From The Cheap Seats Archive website. You may also find articles by Danny G at TalentZoo.com.