In advertising creative design circles, there is a perpetual argument as to what's more important to a successful ad: brilliant copy writing or brilliant design? Or, in more folksy lingo, which came first - the chicken or the egg?
Well, let's settle the issue by saying there is no issue. If the photo-art by itself can convey the advertisement's sales message, then the client's goal has been achieved. If the copy, by itself, can carry the message and get the sales point across... again, the goal has been achieved. Oftentimes, though, it does help to have a brilliant graphic layout for either picture and/or copy. More about this in Graphic Design.
Effective advertising copy writing has to come from an experienced, professional copy writer....
