Merchandise Spotlight: Bose

Herrington’s extensive copy framed by two different shots of the product (in both available colors, one with CD player open) details how the Bose engineers added CD functionality to the original Bose Wave radio, while increasing its size by only a fraction. “I like their headlines, very benefit-oriented,” says Cox. “They devote a lot of space for copy to really sell the item. In the body copy, they first focus on the space-saving angle.”