The Last word

I honestly got introduced to Indra Sinha only in the copywriting class. I was not initially thrilled with his work, but after reading through his works especially The Animal’s people and Death of Mr. Love I have consciously developed an admiration for him.

I read the article several times. The more I read the better I understood. As the brief clearly asks us to concentrate on the style more that the content, I restrict my comments only to the style. But, I personally feel, the content is much more superior to the form.

Any writer should concentrate on a few areas like voices, audience, balanced sentences, consisenesss, connotation, conversational quality, figurative language, fresh language, nouns, and verbs, punctuation. Sentence lenghth, sentence opening, sentence purpose, simplicity, specific and concrete words, etc. Indra Sinha has used all these elements extensively. Let me cite a few examples, ‘worship to the graven image, outstrip your British colleagues, dismembered cows and piss cultures, Ads like butterflies, Proverbial sayings lke ‘Today’s ads, tomorrows’s fish and chip papers, usage of interogtive sentences are a few samples to show he used most of these styles.

He supports his arguments with proper evidences. Though he uses a lot of imageries and figurative language, he is simpler and concise.

The whole foreword can be contained in a style of writing called the persuasive wiring.

The first two pages use a lot of imageries at the same time the central theme of social responsibility is well established. The third page just commands the audience as well as the corporate world to go in for action.

Sinha has proved that the copywriters have immense powers not just through the content of his writing but also through his style.