In the promotion of its new Chromebook Pixel laptop, search
engine giant Google has been criticised for lacklustre copywriting efforts.
One copywriting commentator branded Google’s efforts “lazy
and stupid”. Often revered for their ability to produce compelling copy
regarding their hardware, Google copywriters came under scrutiny based on just
one line within the product description of their new state of the art
laptop.
So what’s got copywriters riled? After going to all the
effort to describe the laptop’s “0.55mm layer of touch-enabled Gorilla® Glass
fused directly to the screen, which provides smooth touch interactions while
preserving picture clarity.”
And,
“Pixel is machined from an anodized aluminium alloy to a
tight tolerance, leaving nothing extraneous or distracting: vents are hidden,
screws invisible, and stereo speakers seamlessly tucked away beneath the
backlit keyboard.”
Google went on to describe the laptop’s ‘light bar’ and
here’s where copywriters criticise Google’s lazy efforts. In describing the
light bar Google simply said: “Just because it looks cool.”
In a statement from one copywriting expert, he said: “The
line is simply lazy and cynical, it sells a product to clients admirably in the
first instance and then shatters the whole perception of the product with one
piece of lazy, ‘can’t be bothered’ copy. In this instance it would have been
better to say nothing at all.”
No comment was made by Google.
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