When you browse through the book ADC Annual 2009 (Art Directors Club) you will find an advert for Germany’s largest proofreading service in the advertising industry. You first see a normal long copy on a red background with the title: “Copywriters think well”. However when you turn the red transparent page you will see that a lot of corrections are made to the text. They were not visible at first because the correction were made in red but now it reads “Copywriters think well – but write badly”.