{"id":37,"date":"2019-06-03T16:15:38","date_gmt":"2019-06-03T20:15:38","guid":{"rendered":"https:\/\/www.bu.edu\/brand\/?page_id=37"},"modified":"2019-08-12T15:14:48","modified_gmt":"2019-08-12T19:14:48","slug":"writing-examples","status":"publish","type":"page","link":"https:\/\/www.bu.edu\/brand\/guidelines\/voice-tone\/writing-examples\/","title":{"rendered":"Writing Examples"},"content":{"rendered":"<h3>At BU, breakthrough ideas are born every day. We should tell those stories in ways that inspire awe and curiosity.<\/h3>\n<p>The examples below will show you how.<\/p>\n<p>&#8220;A New Class of Thinking&#8221; is an example of a marketing campaign concept: an overarching idea that becomes the common thread between individual media executions. The headlines and copy below are examples of those executions. They illustrate how headlines and copy can ladder up to a larger idea while conveying our message in an interesting way.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At BU, breakthrough ideas are born every day. We should tell those stories in ways that inspire awe and curiosity. The examples below will show you how. &#8220;A New Class of Thinking&#8221; is an example of a marketing campaign concept: an overarching idea that becomes the common thread between individual media executions. The headlines and [&hellip;]<\/p>\n","protected":false},"author":14430,"featured_media":0,"parent":34,"menu_order":3,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"_links":{"self":[{"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages\/37"}],"collection":[{"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/users\/14430"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/comments?post=37"}],"version-history":[{"count":7,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages\/37\/revisions"}],"predecessor-version":[{"id":674,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages\/37\/revisions\/674"}],"up":[{"embeddable":true,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages\/34"}],"wp:attachment":[{"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/media?parent=37"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}