Merchandise: Bathrobes Remain a Classic

Norm Thompson also does a good job of creating a mood by using adjectives like “plushest” and “thirstiest” in its headline. The copy reads: “This pure cotton terry velour is luxuriously looped on the inside to absorb moisture after a shower or dip in the jacuzzi.”

Burden Litle says that while Talbots created a mood with the photo of a woman reading to her child, it missed an opportunity in the copy to talk about lounging in your new robe on Christmas morning. The copy had few descriptive adjectives and did a poor job of building on the mood created by the photo.