It's hard to avoid the hype surrounding the launch of the Apple iPad. Most people and the media have focused on the product itself and its many features. However, here's a 'phenomenal, amazing and beautiful' study of the adjectives used by Steve Jobs and others during the launch event.
By stripping everything else away, Neil Curtis has revealed the underlying skeleton of the message - repeated adjectives to create 'buzz'. Copy written for online or offline consumption could not sustain this overuse of adjectives. Yet in copy written to be spoken in a video or live event adjectives seem to have an almost subliminal effect. Amazing...
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