Abstract
This document presents an extract from the thesis of Roger Morresi's rhetoric between propaganda and the advertising copywriter. The professional who builds the verbal advertisement is the copywriter whose characteristics are well summarized by Mc Luhan as someone who "must be like a stripper in total empathy with the feelings of his audience immediately." Ever since the twenties, this debate has been continuing till present day among those who seek rules for a science of communication and those who seek the tone for an art of persuasion, and is set between rationalists and proponents of emotions. According to E. Pirella, effective campaigns are "those who have managed to create a strong brand personality and therefore a great commercial success ...are a perfect example of mixture between strategy and execution ... between rules and art." One of the first copywriters who felt the need to write what he believed was a book of rules for effective advertising was Claude Hopkins, in his early twenties. It represents a certain vague idea on how to advertise and proposed rational arguments on products with unique and successful case studies.
