I think that, these days, there’s a fundamental misunderstanding of the role of ad copy in ads.
In the 1960s, the renaissance era of advertising, ad copy was considered essential. It was the source of the sales message, and ad agencies understood that no products could be sold without that message.
Unfortunately, most of today’s ads contain only a headline and a photo or graphic. There’s practically no sales message.
And, of course, companies are running around and asking people, “Why isn’t anyone buying our products?” The answer is simple: Consumers aren’t being given a reason to buy anything. They aren’t being told how any given product will benefit them and solve their problems.
Note: I originally posted this comment in a LinkedIn group.