The current Southbank Centre slogan offers a lesson in how not to talk to about classical music There are a few obvious rules in marketing copywriting. One is that if you’re trying to sell a product that has negative associations, you don’t mention those associations. If you’re advertising cigarettes, you don’t use the word ‘cancer’. If you’re selling cheap clothes you don’t bring in ‘child labour’. Even if you put ‘not’ in front of the bad word, the reader doesn’t take it in