Monday, 2 August 2010

Cut-Up and Beg

We are a copywriter struggling to provide innovative creative solutions to a wide range of clients because of a variety of arbitrary bloody conventions and assumptions about writing and design.

Our cause began years ago when I was banging on about experimental writers like BS Johnson right here on this here blog in an effort to promote some sort of progressive thinking about writing for design. Meanwhile, this superficial but well meaning article appeared in "The Observian" newspaper only yesterday promoting the importance of avant garde literature and reminded me to bang on about the subject all over again, not least as I had a run in with a particularly illiterate designer only the other week which made me right grrrrr angry, ok? I said OK!?

It was William Burroughs who once said that narrative writing is trapped within the "representational straightjacket of the novel". Similarly then, any kind of long form copy is just as bound and buggered by the awkward, insincere and stultifying formality of the corporate brochure. Therefore, we (I) believe it's high time we dragged long copy out of the doldrums and embraced the experimental techniques of Johnson, Cortazar - Christ, even Burroughs if we have to, to create innovative, immersive, and dynamic texts that are fit for the 21st century. Because let's face it, in 5 years time no one's gonna want a leather bound coffee table brand book to show they're customers, cos they'll all be watching interactive movies on their iFrot mediabungs and feeding the data back to you you tedious old shit.

So. Sorry to be the one to tell you Mr. Client, but frankly those six pages of quality assurance statements in your brochure aren't gonna lend themselves to an amusing internet mash-up.

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