Julie Checkoway - All writers struggle at some point with the problem of...

All writers struggle at some point with the problem of balance between authority and involvement, seduction and revelation. Specifically, beginning writers wonder how much description to employ, and more advanced writers ask how much plot is too much or too little. And there is no better place to find answers than in the Victoria's Secret catalogue--or in any ad for lingerie--where the arts of seduction and revelation are so successfully practiced. After all, the secret of the effective lingerie ad is the secret of effective storytelling--to provide, moment by moment, the illusion of imminent expose, to give the viewer (read: reader) the uncanny sense that something fundamentally compelling is always just about to be revealed. Lingerie ads and storytelling balance the veiled and the unveiled, the seen and the unseen, the shown and the about-to-be-shown. In short, it is the art of the tease, the craft of selective 'coverage,' that, not just in lingerie but in storytelling, works to enthrall.