the existence of the term "poster" fuels the debate about whether people read copy anymore. The word "copy" once referred to body copy (or long-from copy). Now the concern is whether or not people, in this visually dominant culture, can be bothered to read any word on as ad, including headlines and even taglines. It's also a concern that press advertising, the perfect medium for copy, is being grossly utilized when it is replaced by a poster. There are certainly fewer and fewer copy-dominant press ads appearing in the awards books. Perhaps it's the advertising judges who don't like reading? Although many industry professionals still argue that if something is well written, even body copy, people will read it.