Camouflage

Question 1

What is Camouflage?

Answer 1

Purpose of Camouflage is to borrow believability from all the places in society where it is stored up

Question 2

In other words

Answer 2

How to borrow conviction for your copy

Question 3

Cam Tactic 1

Answer 3

Adopt the format of the publication that an ad is being displayed in (e.g. Schwartz gave example of using Wall Street Journal format)

Question 4

Cam Tactic 2

Answer 4

Adopt phraseology. E.g. in newspapers, there is usually an issue date, a city of origin, and perhaps a by-line. Each of these news indicators may be picked up by a copywriter to add believability to his opening

Question 5

Cam Tactic 3

Answer 5

Study the format of communication that people believe in. Adopt their tone, feel, style, their sincerity. Make your ads blend in, so there is no jarring transition. Camouflage them

Question 6

First Mood Adaptation

Answer 6

The first mood adaptation is understatement, e.g. simplicity, a lack of color or words, no superlatives, short sentences.

Question 7

Second Mood Adaptation

Answer 7

The second mood adaptation is deadly sincerity, where the copywriter leans over backward to point out the flaws in an offer, so when the benefits are subsequently described, they’ll be believed much more deeply