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"Karen E. Black" <kblack_text -at- hotmail -dot- com> wrote:
>
>Well, looks like it WAS guys wrote it:
>
>http://www.idonline.com/adr02/wine_helix.asp
>
>"CLIENT Timex Corp., Middlebury, Conn.
>DESIGN Jager di Paola Kemp Design, Burlington, Vt.: [snip]
> Greg Danford and Kevin Wilkins, copywriting"
>
>
More to the point, they are guys who do not identify themselves as technical writers but as copywriters. Having begun my professional life as a copywriter, I can tell you that it is a different mindset; and the niceties that tech writers deal with (avoiding future tense, to cite an example someone complained about) are not even part of the known universe. Humor, on the other hand, is a weapon that copywriters wield frequently, if not always gracefully.
So while it is fun to critique the piece from a tech writing perspective, we should realize it was not written from that persoective.
Dick
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