Description show & tell

Timberlane Shutters ad. Garden Design, March 2007. Page 32.

The ad describes the durable materials, classic workmanship and “historically authentic design” used in constructing these shutters. They are fully functional, able to be opened and closed. We are told that either way, they are so attractive that people are going to stare.
The designer used Garamond in various forms throughout and everything is formally balanced, reinforcing the notions of good style and permanence.

Ad copy: Although it's always pleasing to be the subject of unbridled envy, one can stand only so much fawning adoration. But honestly, don’t blame your captivated audience. When passers-by catch a glimpse of your solid cedar, custom handcrafted shutters from the Timberlane collection, naturally they’ll be dazzled by the precision of the woodworking. The historically authentic designs. The copper capping that crowns and protects the wood. And the handsome period hardware hand-forged by local blacksmiths. Why, admirers might even be tempted to gape and dawdle in front of your abode. In which case, you may enjoy a brief respite by drawing your fully functional Timberlane shutters closed. But whether you decide to flaunt your shutters or discreetly deflect attention, please be forewarned they will be an unmistakable sign of your exceptional good taste and high standards for generations to come. If you’re okay with the resultant acclaim, call for a Timberlane catalog today.

I have a problem with the language in this ad. There is a Harlequin Romance flavor to the copy that cheapens it. I don't have enough writing experience to express this well, but it changes the audience from a group that would invest in quality goods to gauche, nouveau riche wishing to flash all of their newly acquired bling. I think the word 'okay' is part of the problem, it doesn't fit with the established language. Also, the spiel about leaving the shutters open or closing them isn't right. The viewers' ability to see inside the house would change, not the view of the shutters. The only difference regarding the shutters is what side of them is on view, they would still reveal the same amount of themselves. I don't think that is what the writer was trying to say.

The art choice and placement, the color choices and type choices all say old money, the copy says the ink is still wet on the Grants used to buy the shutters that will be installed on the shiny new McMansion. With all that, the author makes the point that this is a good buy. The shutters are well constructed even if some of the language of the ad is not to my liking.