Right for your audience…
When Benjamin Britten took a Baroque theme by Henry Purcell and adapted it to accompany a film called Instruments of the Orchestra, he gave it the clear and engaging title The Young Person’s Guide to the Orchestra. “Programmers often wanted to call it Variations on a Theme by Henry Purcell,” according to Ian Bostridge. “But Britten objected – he didn’t want to sound pretentious, preferring to stick with the title that has endured.”
As a young person, I doubt I would’ve taken much notice of Variations on a Theme by Henry Purcell – vari-what? Purce-who?? But I remember being enthralled by The Young Person’s Guide – it talked directly to me, after all, and proved to be every bit as illuminating as its title suggested.
From classic classicals to corporate comms – it pays to make sure your writing’s right for your audience.