betsy aaron

Archive for the ‘Free Sample’ Category

Crepuscular

In Copywriting, Spiel, Text, Vocabulary on September 23, 2008 at 7:44 pm

by betsy aaron

Yesterday I went to see  Van Gogh And The Colors Of The Night at MOMA. I wanted to be amazed but I was prepared for the possibility that the show would be cornball. I’ve been over-exposed to too many poor quality reproductions of Van Gogh in the course of my life.  Recently, I spent hours of sessions drooling in my dentist’s chair, high on gas, contemplating Van Gogh’s sunflowers, the poster, without ever attaining a state of aesthetic bliss. You don’t have to read Walter Benjamin’s essay on art in the age of reproduction to know that a poster got no soul.

Since I am a member, I did not have to wait for a scheduled time but I did have to peer through slivers of rare negative space in a crowd of people who, on a Monday afternoon, were there to seriously look.

I never expected to feel overwhelmed, moved to tears actually, by the paintings: they actually sparkle with star power.

Despite the imminent disappearance of Coney Island as we know it, if you live in NY, the rollercoaster experience will always be part of (inner) daily life. One moment you are a skeptic, the next a sucker, the next a zealot. Then you’re over it. Now you’re on to the next thing. You want the promised experience, yet you half-expect to be duped and that’s because there is a denser population of marketing whizzes here than anywhere else on the planet. (Mea culpa, I am a copywriter.) They (we) know how to steal your attention and inflame you with a desire that must be gratified. If you disregard their efforts, you risk closing yourself off to something that might really enrich your life. Trust me, this show is no museum marketing stunt. Well, it is, of course, but it’s no mere marketing stunt.

I spent the whole night thinking about the word crepuscular. It sounds biological, like crustacean, rather than visual. It sounds ugly like macular but it means magic, the light of transition between day and evening.

As a teenager, eager for re-invention, I gave myself the middle name of Dusk and when I graduated from college, Betsy Dusk Aaron is what was printed on my diploma, a source of embarrassment therafter. But now I remember why I chose that name and how much I love the time of in- between.

The day before I saw Van Gogh’s Starry Night, I saw Morandi’s still-lifes at The Met. It was a meditative experience, the palettes soft and warm, objects without borders from place and space. Repetition, obsession, arrangement, re-arrangement. Morandi was no materialist or collector of objets. Simple forms+paint +his visionary genius= another, a different experience of magic, the antidote to the rollercoaster, a sublime satisfying stillness that exalts the every day.

Last week, Maurice Sendak was honored on the occasion of his 80th but the event was sold out– I blame Meryl Streep for being scheduled to do a reading. I often think of Maurice Sendak when I watch my bedroom curtain blow in and out; I know this is how he spends his insomniac nights. I used to imagine how the experience of his waking nights inspired The Night Kitchen.  But now I wonder if The Night Kitchen might also have been inspired by Van Gogh’s Night Cafe.

Go see Van Gogh. You will have an actual, direct, singular, unique, unmediated experience. You will be transformed by Van Gogh’s vision of the crepuscular.

Wardrobe Words

In Copywriter Extraordinaire, Copywriting, Text, Vocabulary on August 16, 2008 at 8:49 pm

by be.aaron, copywriter extraordinaire

Wardrobe Words

I Love

But Rarely,

If Ever,

Get To Use:

ruched

peplum

besom

cloche

tulle

(as in

tutu,

beloved

though absent

from my wardobe for decades,

unlikely ever to return)

passmenterie

peau de soie

cheong sam

ensemble

Wardrobe Words

I Do Not Love:

burka

underpants

(Unsexy! I’d prefer to say

knickers

but I am an American; it would sound affected.

I don’t like the term

panties

either, I think it sounds infantilizing.

lingerie

is OK but not generic enough.

underwear

is generic but unsatisfying.

boyshorts

is A.O.K. but that’s a compound word derived of two words that are really boy words. )

My Favorite Word

That Should Be A Wardrobe Word

But Isn’t:

petard

Wardrobe Words

of

My Youth:

clamdiggers

pedal pushers

Diplomatic Digest

In Copywriter Extraordinaire, Copywriting, Text, Uncategorized on August 9, 2008 at 9:45 pm

by be.aaron, copywriter extraordinaire

A cheat-sheet for those of you who, though biologically in the apex of adulthood, lack the experience, composure or facility to communicate in certain situations:

Sorry for your loss (I don’t know what to say)

I wish you well (I hate you)

Interesting (Liar!)

Brilliant (Wish I’d thought of it first)

Where did you get that ?  (I want it)

Is your dog friendly ?  (Am I about to be bitten?)

You changed your hair! (Scary)

Nice! (Not)

Short List of Least Fave Words

In Copywriter Extraordinaire, Copywriting, Text, Vocabulary on July 29, 2008 at 2:05 pm

by be.aaron, copywriter extraordinaire

pedagogy

sputum

mucilage (sounds sputum-like)

friggin’

(is this last word OK for internet use?)

A Litter of Names for Your New Labradoodle or Other Canine Beast

In Copywriting, Text, Uncategorized on June 30, 2008 at 2:10 pm

by be. aaron

Paisley

Freeso

Penny

Sam & Dave

Vera, Chuck & Dave

Peeve

Lana

Evelyn Champagne King

Hairy

Iggy

Nosey

Bruno

Hattie

Humbert (Humbert)

Imelda

Imogen

Kitty

Maurice

Ernesto

Marcello

Perry

Callooh

Callay

Mavis

Dino

and my personal favorite,

which I may later rescind for my own use,

Inez.

Bouquet of Beauteous Garden Words

In Copywriter Extraordinaire, Copywriting, Text, Vocabulary, carole jardins on June 28, 2008 at 6:09 pm
chez carole jardins

chez carole jardins

by be.aaron, copywriter extraordinaire and conceptual gardener

For those of you who, like me, imagine the joy of working in the garden but prefer to loll about in the a.c. of your hut instead…

dahlia

allee

pergola

gazebo

espalier

bougainvillea

rudbeckia

hollyhocks

wisteria

multi-lingual menu of delicious words

In Copywriter Extraordinaire, Copywriting, Text, Vocabulary on June 22, 2008 at 2:11 pm

by be.aaron, copywriter extraordinaire

Pamplemousse

Atachatfas

Aioli

Guanciale

Bouillabaisse

Sardinas Plancha

Rhubarb

Sorbeta

Kulfi

Thali

Txakoli

Cava

Rosado

Cafe con leche

Sign o’ the Times: & vs + etc.

In Copywriter Extraordinaire, Copywriting, Spiel, Uncategorized on June 6, 2008 at 6:39 pm

by be.aaron

An Ambivalent Spiel

Since I am not a semiotician, typographer or graphic designer, I have to ask: why is the ampersand (a word I like,) now so often, and improperly, replaced by the plus sign? As you know, and does not always equal plus; precise meaning is often defined by context– and in no way can the two always be used interchangeably.

So why am I ambivalent? I have to admit, I’ve been experimenting ( see above revised tagline) and I find that the + sign is far sexier looking than the stodgy &. Is this trend, like Arial becoming the new Helvetica, an Internet-influenced design choice?

I suspect that replacing the & with +, irrespective of meaning, is the equivalent of answering the phone with“Hey” instead of “Hello.” A lot of my friends are parents who have adopted “Hey” so that their children will be more inclined to take their calls.

I don’t want Andy Rooney’s turf if/when he should ever retire/die (will he ever do either?) but I do want to come out here and now and admit that I find “Hey” annoying. It’s unnecessarily abrupt: I don’t have headphones on, I am listening to you. Worse, it’s too obviously co-opted from someone much younger than you. When you say “hey” to your kids, students, employees, they still think you are hopeless. Can we please agree that “Hey” is so over?

For now though, I think it might be okay to use + instead of & – as long as you mean what you say.