There’s a billboard I came across recently with an ad for Stella Artois. A man is staring at at blond woman drinking a Stella. The tag line is “She is a thing of beauty.”
I really don’t get the tag line. Why not just say “Beauty”, that would make the same point, no? Or leave the text out all together. Some friends of mine I showed the photo to agreed. It is as if the ad agency is paid by word.
Get to the main idea. Convey it. That’s all!