I've said a bit about the 'less copy is more powerful' school of thinking that has swept advertising this decade. Most people say this has much to do with shortening attention spans and the overwhelming amount of information that is out there. I suspect it also has a bit to do with the falling levels of tangible product differentiation. As a result, with nothing new to say about your brand you're left with no option but to say little, packaged beautifully.
When time is short, people go for looks. Enough said.
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