An article by The Times of August 2nd 2009 showed exactly how copy-writing can be done without a trace of irony: Take a chance on Sweden (read “take a massive gamble you will regret forever”). For a holiday home with seaside views and without the Med masses (read “millions of Britons drinking too much beer in Spain”), the smart money is on Scandinavia.
Who could have written that? Some Fred Redwood. And who for? The estate agents who paid good money for that article. Another estate agent paid for another article with the unfortunate title of “Nordic countries are hot property”.