John Fatteross Communications, LLC

10/03/2021

Revlon takes a new tack.

01/21/2021

Tucked within that electrifying inaugural poem by Amanda Gorman were a couple of very effective, tried-and-true rhetorical devices that copywriters may wish to keep in mind:

1. Alliteration
"We’ve braved the belly of the beast. "

"To compose a country committed
To all cultures, colors, characters,
And conditions of man."

"We will rebuild, reconcile, and recover,
In every known nook of our nation,
In every corner called our country,
Our people diverse and dutiful.
We’ll emerge, battered, but beautiful."

"If only we’re brave enough to see it,
If only we’re brave enough to be it."

2. Parallelism
"That even as we grieved, we grew,
That even as we hurt, we hoped,
That even as we tired, we tried. "

"Not because we will never again know defeat,
But because we will never again sow division."

"We will rise from the gold-limned hills of the west!
We will rise from the windswept northeast where our forefathers first realized revolution!
We will rise from the lake-rimmed cities of the midwestern states!
We will rise from the sun-baked south!"

10/20/2020

PSA: Hire a copywriter.

09/16/2020

Oh my.

08/12/2020

Another of FattLipp’s Double-Down Definitions (terms you've probably heard but could use a refresher)...

Superannuated (adj) - 1. Outdated or obsolete. 2. Retired due to age.

"When Apple releases a new model, superannuated iPhones are discarded."

07/21/2020

Another of FattLipp’s Double-Down Definitions (terms you've probably heard but could use a refresher)...

Aphorism (noun) - 1. A brief, instructive saying. 2. A succinct statement of a general truth or observation.

07/17/2020

FattLipp’s New Glossary Terms...

Body Mullet (n) - What most people wear on Zoom calls—a nice top and, below the waist, underwear or less.

07/10/2020

06/09/2020

Words matter—especially when crafting a slogan to spur a national movement. (Just ask 45.) I posit that "defund" is highly problematic, because it doesn't necessarily mean what it viscerally implies. And in sloganeering, there's no room for subtlety or need for explanation. (Just ask 45.) If your movement is trying to win over moderates—the left is already on your side, the right never will be—a word that connotes summarily bankrupting and disbanding police departments can seem an extreme and impractical choice—especially outside of cities. Words matter. You need a different one.

06/08/2020

New glossary term recently spotted by FattLipp...

Doomscrolling (also, Doomsurfing) - Spending an inordinate, even addictive, amount of time on devices poring over grim news from social media feeds.

05/29/2020

Another of FattLipp’s Double-Down Definitions (terms you've probably heard but could use a refresher)...

Jabberwocky (n) - Writing or speech that contains meaningless words, or an imitation of same.