The Fewer Words the Better

Reader's Digest recently cited two examples to illustrate the fact that it is best to use as few words as possible to achieve the most impact. The first example is from Churchill's opening line in a radio address after the fall of France in 1940: "The news from France is very bad." This could not be any more clear or concise. Their example of too many words is from a sign in a fish store window: "Fresh Fish for Sale Here Today." Reader's Digest states that the only necessary word for this sign is fish. I, personally, would like to know that the fish is fresh.