Copy Critique: How to Tell a Complex Story In Just a Few Words

More from the exhibit on WWII propaganda currently up at the FDR Presidential Library.

Apart from the gorgeous imagery here, this is an incredible example of economy and power in storytelling. The narrative told is a complicated one: Don’t talk about what you’re working on for the war effort, because spies are listening, and if they learn about shipping or attacks in advance, they might relay those orders to Berlin, who would then attack, costing lives or resources. And don’t buy into the idea that just one person mentioning something isn’t important. What one person says or doesn’t say can cost or save lives.

Got all that?

Well, you could get the same from two words of headline copy plus nine words of optional copy and an image composed of two well-balanced elements.

Everything on this poster is doing work: the size of the hand, the movement from left to right, the use of color, the choice of civilian clothes for the figure, and the transformation of the newspaper into an accusatory pointing finger.

As a copywriter, I’m normally annoyed when clients or designers ask me to use fewer words. “But the words are doing all the *work*” I often think. The images are just there to grab people’s attention to get them to think.

With this little masterpiece from the golden age of print advertising, I’m inspired to think otherwise.