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segnal'etica

The book Flavia Brevi , "when a copy goes to the Stage" was published for the first time here.

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first appointment, the bitter sweet taste of the first day.

It went exactly as I thought. I have found that the copy is a challenging job, because, even if it was to find a name to a panel of anti-concrete elements, you are to brush your reminiscences of Greek mythology and Latin and range from the scientific to the literary field. But the pain has been confirmed that the trainees are taken into account very little. Everyone says to me: "It is normal that way, you're just on the first day." I did not want to do deus (or rather, the goddess) ex machina, I knew that I would go more to learn and work. However, it is encouraging to see the "colleagues" to count the hours that separate you from the end of the internship, before they actually test what you can do to remind them that stands between you and the wall that delimits the area of \u200b\u200buncertainty. You, of course. The same spatial location in which you find yourself (well insulated that corner office) emphasizes the status of your alien parked (and, moreover, in two rows). And it's hard to silence that voice inside you whispers, "If I were really talented, you would have silenced them all." But as they say, "tomorrow is another day." Let's see what happens.

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In fact, Advertising and Hermann Hesse.

Today, before (I) meeting to lay the rough * a new advertising. Participants: copy chief, art director, account ... and me. "You will have one task, Flavia," said copy-head: "listen. It is enough. " How easy to understand, it was tough refrain from expressing any personal comment, and certainly my dual nature of woman (unripe) and copywriter (beginner) did not make the task easier. But in this company I had an unexpected aid, that of Hermann Hesse. I just finished reading Siddhartha, a classic. My favorite passage is when the protagonist learns from a mild boatman his most important lesson: listen to the River. That will lead, later in the capacity to understand, in every sense of the word. Here is the lighting at that moment, I decided that these three minds that they were plotting who knows what would become my river. And as it turned, I learned a lot. And speaking of water, I found the perfect metaphor for the intern: the sponge. Like this, in fact, the trainee should try to absorb as much as possible from the environment to soak up. But not enough is another person (the reference) who has the desire and the courage to squeeze this sponge for good to the last drop. What comes out could be much more than simple H2O, even better champagne.
Ps: Now, after this speech, I would transcribe all the above mentioned book, but it would seem paradoxical for an aspiring copywriter already have problems with copyrighting, so I'll just one sentence that I find beautiful: "The words do not capture the secret meaning, everything always seems a bit 'different when it is expressed, a little' distorted, a little 'silly, yes, and this is good and I like very much, even with this I fully agree that what is a man's treasure and wisdom always sounds a bit 'silly ears of others. "

* The is the rough sketch of an ad. A rough sketch of where images and words are already on the page. The rough base gives an idea of \u200b\u200bwhat will be the lay-out. The layout is the display of an advertisement. It is his graphic format in which images and words combine to give an idea of \u200b\u200bwhat will be the final announcement.
The definitions are drawn from "the job of the copy of Michelangelo Coviello (Mondadori)

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third meeting, Intern contortionist.

The word today (as well as that of yesterday and tomorrow) is flexibility. Because if it's true - as experts say - that the new configuration of the labor market has taught us (or force) to be flexible, and the trainee is more than any other, it is also true that the job of the copywriter is flexibility before its time. When we (outsiders or newcomers in the sector) see an advertisement, we think that that is a puzzle in which every manager has set their anchor: the account has defined the boundaries and the copy and art, together, have laid out the project and the plot carried it out. If only it were that simple: in fact, rather than building a puzzle, make an advertisement is like playing with Lego. The copy presents his list of headlines, have thought that the art of combining a list of visuals, and then each element is broken down, examined, repositioned, dismantled, altered, dissected and completed. The result will be a dozen or so rough, but only one will be the final one. Incredibly, despite the confusion earlier, this will be the crucial moment, because usually the preferred draft copy (of course, the one with the best headline) does not coincide with the preferred art director who, along with the chart, go for that the visual more "impactful." The account, which he believes to give voice to the customer, will have another idea about what is the fairest and then, finally, the customer will confess that he had conceived in a still different. In short, even when we (copywriter and professionals) seem to have found the formula of the most original and perfect world, we must be prepared to accept the fact that this will never be the definitive version. Are caught too many hearts and minds because it manages to be all unanimously agree and turn (of course, that customer will never be) must make compromises. In addition, advertising is not an exact science and each has a different idea: some believe is more important than creativity, who exaggerated flattery, some image, some text. Then, copy and aspiring art, armed with patience and humility. Not too much, though: wow, if you do this job, but there must be a reason!

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fourth round, when the original is not there, the naked woman dancing.

I could not miss. On the occasion of his 40 years, the Institute of Advertising Self-Regulation showcases the Justice advertising "in Italy since 1966. The exhibition is open to the track 22 of the Central Station of Milan, until 26 November 2006. So, equipped with camera, pen and notebook, I prepared to "transfer" in Milan (no more than 40 kilometers, to be honest). I was determined to take notes, I'd find some interesting news. At worst, I would have made a little article! The first impression was a sense of utter desolation. I realized, in fact, that this use of shocking images or phrases with double meaning (Well, one way, because obviously they want to think about sex only) was nothing but a gimmick to compensate for the lack of creativity and originality. If we see a picture of a woman to the ground, who died in an accident, you can be sure that what we're going to see are not the clothes she wears, nor associated with that mark a positive emotion. If the motor is dominated by a beautiful naked woman, resign yourself: why not the kid buy the product. A teenager wants to rip fast and nothing else is interested, if not the performance of the vehicle. The pleasure will look at that picture, but he knows very well that the model is not included. Now we must realize that the past is that "American consumerism" of the '80s. We were all born in advertising and, therefore, more jaded and distrustful. Of course, the scandal and is known to be noticed in your memory. But beyond that? Advertising is not expected to turn attention to action, that would effectively lead to the purchase? 'm Just an intern, but at least I know that.

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fifth round, Life by interns.

With assets of 87 hours, I am now an intern copy-established. My pace at the office is getting stronger and safer. The look, proud and haughty, aimed straight at his target. The voice, the more firm and resolute, not afraid to tell her. Quickly I could hear this as my agent for some time, and feel a part of this area forever. I believe this is due both to a natural predisposition of chameleons, as to the method of copy-shock head. I understand that shock method for copy-head I've never been treated by an intern, but now, as a true copy. So, nothing I have been told that I knew was taken for granted, and no discount and total immersion in the role of advertising. Nothing better (and scarier) to learn quickly and well. The first job I was given was for a major company that produces cement and excels in its field in Europe. It was (as said in the first note) of the naming task. Then followed bodycopy, headline, with attached drafts of visuals, ads for newspapers, text for brochures, letters and even marketing plan. Now we have reached the first scripts and storyboards for television commercials. Fortunately, I never "satisfied" with what I learned at university and, to be totally honest, have proved much more useful readings on his own and that fantastic world called the Internet. Advertisers, you know, are great communicators and can not pass up the opportunities offered by half as much democratic as powerful sites and blogs on the subject abound. So, no mentor to me, but many teachers to learn from. Of course, there was an immediate success, I was initially criticized for a too creative style and "feminine" (ie, warm and poetic), which reviews (but only in my mind!) I replied accusing the other of old-fashioned mannerisms and excessive rhetoric. But something must have moved: corrections to my text decrease day by day, the work increases, the responsibilities too. I do not think of a metamorphosis, however: rather prefer to speak of a mutual and reciprocal influence between me and copy chief.

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sixth round, Intern from A to L.

This alphabet of the perfect trainee is only indicative and may be enriched, modified and updated. It depends, too, by keyword encounter during the period of my apprenticeship.
A: WARNING. Look around forever. Be prepared to take drugs, read and interpret signals from where the environment is saturated. Curiosity, of course, already inherent in man, you must be elevated to the nth degree, any apparent insignificant trifle may become useful in time.
B: BOSS. The boss is always right. Try, however, not to sin against him of excessive flattery: just nod and make you completely useless. Faced with his work, no explicit criticism, however, try to put your well-packed with tips behind phrases like, "What do you think if we add / take away ...".
C: Link. You do not have, at least initially. You are not employees of the agency, you have no contract that binds you to this, if anything, are the appendices, a plus. Even the other interns are not colleagues, but rivals. Rude to say, but this is so: their death (professionale!) is your life. If you think that you assume is an illusion to believe that pay an 2 trainees is pure utopia.
C: CREATIVITY. course it is useful to have, but remember that advertising is not art, if anything - as Franco says Titian in "Communicate" - fine craftsmanship. Wanting to do the creative daring at all costs, you will pull on the spot at that plate of young students novice who did not understand the difference between a writer and copy.
D: CASH. From bodycopy photocopies, everything falls into the category placement. If, when asked to make coffee, answer that is not your competence, know that you will not be questioned even to pursue the story board for that important client. All work will be assigned have equal value in the eyes of the head. Thus, even yours.
E: ENTHUSIASM. more you have, the better. Prove but not too much, otherwise some cynic might accuse you of dilettantism.
F: PRETEND. Never criticize the work of a "colleague", even if you have an idea a thousand times better. Remember him for what he does, receives a salary, but you can already consider yourself lucky if you get a refund. Pretend, therefore, that what you show goes well, without showing too much euphoria.
G: YOUTH. For your boss, your mentor, and even for most of your academics, this word is synonymous with ineptitude, laziness and inexperience. Vaglielo to make it clear that the stage is just to acquire the practical study alone can not provide.
H: HEADLINE. Raise your hand if you did not think that being a copy consisted almost alone in this, and it was a beautiful thing, because it is so addictive that challenge with themselves: a few words and little space to inspire fun, excitement, surprise. Unfortunately, just because it is the most interesting part, the various copy-chief prefer to keep this position for himself and give you the text of the brochure. But then those who never read the brochure?
I: Iron. know how to possess in abundance, will help to tone down some of the digs that will be launched and, combined with intelligence, will highlight your acumen. There is no need to do the clowns, though!
L: LANGUAGE. French, English, English, etc., each can be useful. First, make sure you know good Italian.
L: READINGS. many and varied. Newspapers, classic novels, magazines ... It adds up. If this unit shows, Internet browsing, concerts, good movies (even the bad one), you also have the flab.

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seventh round, Intern from N to Z.

N: Nothing. will try to make you feel that way. You think that if they do, or is it a spirit of self-preservation, self-defense (the youth already is the envy of itself, let alone is promising), or because they have undergone the same treatment.
O: OBSTINACY. Already at the dawn of your career will start a mild form of bullying. In fact, is the Darwinian concept of natural selection made into office (which, as everyone knows, is also a jungle). To discourage you, trying to leave inactive and less work can be trimmed. Do not wait, ask, and (eventually) will be given. If the boss continues to ignore you, follow the harsh ways: perseguitatelo. I'm not joking: he went on walking a few inches from her shoulders. Sooner or later it will sell, if only out of desperation.
P: POST. Both in the sense of being able to stay in place, both in terms of profession. To avoid unpleasant disappointments, train yourself to think that the permanent contract is an urban legend, the co.co.co a rare diamond and exploitation at face value (Because if they do, it means that there is substance).
Q: quality and quantity. From combine, of course. If the rest of the world is impossible, it is the duty for you. Write fast and well is the starting point, not a gift that you have more.
R: respectively. will also be jealous, will also get past the difficult moments like yours, but this is not a justification for not complying. To be read, for my dear account: the fact that I am in your own office even though less than half your age should be a source of fear for you, not snobbery.
S: SURPRISE. If you followed the advice of the letter A (WARNING) you will know what is expected of you. Then also try to do what you do not expect. Anticipate the copy-head is the thing I do best. For example, if he tells me the next day I will entrust the bodycopy an advertisement for underwear, I quietly, steal (or rather borrow) the briefing, I brought it home and the day after arrival at the office with the work already done. Which is almost always to change. But the effect is guaranteed.
T: TALENT. Great wrath of the intern. Because it is the traineeship, the real test. The confirmation that you have talent, it implies the denial of owning leads to existential crisis.
U University. find that there was unnecessary, but certainly not sufficient. Trite but true, the tests never end.
V: WILL. Take good "a sack and a basket." Try to replenish your apprenticeship with outdoor activities, but always relevant to your industry. Tangible example? This Segnal'etica in my column, but woe to me that the first copy!
Z: SUGAR (a little). And the medicine go down. I realize that it was a bit 'pessimistic in this alphabet: rest assured, there are happy moments. It can be a compliment fattovi by copy-head, a nice discussion with the advertising art director, the group photo greeting cards for Christmas Agency. Small moments of pure happiness, adventures such as when a child he went to visit her grandmother (who, as children, is always a bit 'a sacrifice) and had the gift of candy.

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eighth round, the doubt of Hamlet intern "What are you going to do after training?"

is the question that haunts me day and night. The same that I was asked today by copy-chief. And it's a real headache (demand, not the copy). Of course, I should complete my studies, since they are still enrolled at university, but ... The fact is that the training has changed a lot to me, making me reconsider my priorities. I am now aware that the degree is little more than personal gratification (Although it is still the ultimate goal of mine, who would prefer to see me graduate and unemployed rather than the other) and that little or no affect on my future and possible recruitment. Another detail is not irrelevant: If they're leaving advertising (breaking even this column) within the ranks of students "all theory and little practice." Besides, who ever would take as a copywriter (or assistant copy) a girl who attends ventiduenne Communication Sciences? Incredibly, the answer is no. The list of the mayor of the city in which study and work (unfortunately not where I live) looking for a person who is concerned with efficient communication. Copy-chief has given me: it says that it is a way to maintain contact with his agency (and not having to pay his own pocket!). Faced with such a situation, the only thing you can do is weigh the pros and cons. Pros: work guaranteed for one year, the first truly earned pennies, assignments always in communication, enriched curriculum (and big names), excellent references. Cons: obstacle to the study, use ready-good (the salary is just ridiculous, and would cover the cost and inconvenience would be many, especially in transportation), renunciation of the office copy, and other risks involved when entering in politics. They fought, but in my situation I can not (yet) afford to reject anything especially if I had the good fortune to have been "registered" (and be entered in some way, in a sort of "around"). If you really wanted to do the advertising I could enroll in one of those specialized courses whose instructors are professionals and then - maybe, who knows, maybe - to be taken in their agencies. There is a problem, though: that the many thousands of euro required by these schools I have not. And it's pretty disgusting that the first criterion for selection of those cultural institutions that would not be the talent (or ability, or knowledge), but the money. Why then, when you have to really work, does not count as being "son of", but has sapersela get.

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ninth round. End of a chapter: the former intern becomes "The weather always makes us something of the former."

These are the words that echo in my mind as I prepare to walk out the door of the agency for the last time in my life. When you cross a threshold (in my case, even in the literal sense of the word) is always good to have in mind a phrase that emphasizes the fact that you are experiencing. Over the years, aphorism we will make it easier to recall our memories and become one with what we have seen, heard and "sniffed" for those few seconds passed so quickly in the intoxication of the moment. I do not want, please, bestow wisdom pills. It's just that when I read a book by Kundera in my philosophical-existential stage. Just as in reading Hesse (second round), I entered the phase-Buddhist mystic. We proceed this way, by trial and error. Attempts, for the note: the apprenticeship is inevitably, inexorably over and I just have to throw myself headlong into the adventure of "communication officer at the department" of a policy list. I should be happy that everything was not exhausted, I have found a new outlet in their objective of a contract (but a project!). Still, I do not feel happy. Okay its acclaimed flexibility (third round), but I want to make a copy! And now I was good in that agency: it was nice to see the reactions of a group of professionals who saw dismantled under their own Eye on the prejudices and the inability of young trainees. It was thrilling (but I say more, it was exciting) to hear that the same account that was trying to make me feel unwanted and harmless in my absence I had called a "beast" for the initiative and hard skin ( shell which, of course, he also helped to forge). Out the door of that agency made me think about how I landed there, that is, they were (other) things before the first note. It was an unexpected start, started by writing some blog posts of my professor of advertising planning. Those places I have earned the recommendation to Copy-chief, recommended that, to say the truth, made him even more suspicious and skeptical. I still do not know, but from there to three months would be the same fate had befallen him, getting my first job. Yes, they are recommended. Because if it is true that one must have to work sometimes nudge (unfortunately), then it is better to have the best possible variation of it: the recommendation for capacity. Yes, I know: This training has really swelled head. So much. But now I can only welcome, bring back some doubt (eighth round), a little dictionary of advice (not just those of the sixth and seventh round) and many thanks from fare.Ringrazio Frank Benvenuto, the first to quote me in his blog ( http://cosafaicopy.splinder.com ). I tell you to do, already be cited is an immense pleasure, especially if you are a beginner, just imagine if it is a real copywriter propria.Ringrazio Martin Millar, the second and last date to quote on his blog ( http://martinmillar.blogspot.com ) my notes, which he then sought and graphics systems http://www.quandounacopyvaallostage.blogspot.com thank Copy-head, unaware of this section and to what I, in everyday life, is different from the girl who has a strong and tenacious teacher unaware that conosciuto.Ringrazio have radically changed my life, as happens to all those good teachers, but they have the misfortune to be not only honest but also arson, he was not renewed their contract, so I now I'd love to get on the bench, just as in "Dead Poets Society" and recite "O Captain! My Captain." Finally, I thank Massimo De Nardo, which to me does not have a face or a body, but I suggested the aphorism that will remain always related to the time when I shut the door behind the stage. With the promise that the end of my column will not be the end of the collaboration with Segnal'etica, your site. From now on, call me ex-ex-intern in his career.

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While Dostoevsky was thinking of 'crime', McGyver had already taken the culprit. (MyLittleGarden)

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If a third world war will be between McGyver and Chuck Norris, the fourth will be with slingshots. (Mafiaboy)

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MacGyver as a child tied the bike with the DNA chain. (LeftHanded)

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MacGyver threw an apple at the head of Newton. (Aniello)

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During the Cold War U.S. and Soviet Union vied for those who had managed the first to land on the moon. Of course the U.S. won. With the help of MacGyver. And a million clothespins. And an elastic band. (anonymous)

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MacGyver constructed a cassette recorder to see. Fruit. (GabryPK)

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God gave St. Peter the keys of heaven and MacGyver boxcutter the Swiss, so he could enter when he wanted. (Peppe)

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When Christopher Columbus discovered America, MacGyver had to hide behind a palm tree, with its Jet made of pots and baking soda, let us not be evil. (danelektro84)

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. IcniV aD odranoeL at ESOC etlom otangesni ah revyGcaM
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When Pythagoras studied with the properties of the poles of the triangle, MacGyver was the next explaining how he had done on his scientific calculator. (DUI)

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MacGyver count to infinity ... on the contrary. (athanasiusk)

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The Jiminy Cricket of MacGyver is quiet, listens and takes notes. (tripz)

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built Geppetto Pinocchio MacGyver gave him life. (Giosko)

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MacGyver has found the two leocorni. (manfroze)

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As a child MacGyver was on the beach with the kids! They made tracks for the marbles, he half-day in the Channel Tunnel ... (Bubi)

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In a dull moment God thought, "I want to merge the power of Chuck Norris with the inventiveness of Mac Gyver. The day after the A-Team sparked World War II. (Claudio)

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Meucci When he finished the first prototype phone in the world, received a call immediately.
MacGyver was calling from the phone at the beach, to tell him that he was proud of him. (Guido-T)

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You build paper airplanes. MacGyver builds airplanes with paper. (Armando C.)

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MacGyver exams university responded to questions with other questions
, and teachers were waiting for answers on the Internet. (tripz)

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Mac Gyver, on the right side of the neck, has a USB port, because it can always be useful. (Mario)

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McGyver lived in a house on the water, of course, has built
him. Water. (Enrico - DP)

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When Bill Gates designed the first version of MS-Dos, MacGyver already using Linux. (Tyrrel)

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Once Superman challenged McGyver: "If the string with a can and be able to fly faster than me I'll do what you want."
Since then, Superman turns with her pants on the pants. (Marzianoverde)

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MacGyver does not knock his hand. He knocks on the head. (Skay)

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Communication Service:

Unfortunately, because of the trolls who have nothing better to do than go to post childish comments on blogs anonymously (compliments courage), for now comments can be entered only by registered users at blogspot, registration is fast and not that it takes a few seconds, so hopefully this does not cause discomfort to non-trolls.
Posts criticism (constructive or otherwise) of course will be left where they are, while in general will be deleted or vulgar ones that can hurt the feelings of others.

Finally, a small personal note: I find it funny that so many people can simply annoying or do issues of "pride" on two blogs that are devoted to objectively cazzeggiano pure ...

thanks to everyone who replied to the post, sentences to those who send and those who visit us in general ...

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