2008 Adam Nowak

Words in advertising

have you ever ever seen an ad and not using any text? Be it a radio, TV, cinema, press, webor outdoor advertisement, text is typicallyan part of without equal importance.

Marked and unmarked words

typicallywe think aboutmarked elements as those who occur more rarely. Thus, between the words "meal" and "feast," the los angelestter shall be considered marked. Another criterion is the realizeof selection of a word in a press release. despite the fact that we elect an effortlessr word, it can well be as it kind of feels more strongly marked to us. Words which we're obliged to make use of include the least indicated.

Name = problem

Our ultimategoal is to influence an personto shop for the professionalduct, but an intermediate goal may well be the association of a professionalblem awaiting an answer with our product, e.g. the next slogan: "Diagnosis: exhaustion. the solution: XY." the purpose of this message is for its receiver to automatically call to mind the XY product once they feel exhausted.

Associations

Psycholinguistic research has shown thon the receiver naturally associates a word with its opposite, e.g. "man - woman," a hyponym, i.e. a word semantically subordinate, e.g. "fruit - apple" or a synonym.

Connotations and denotations

Each word hbecause its denotation, that may be to mention, it names something. The word "sun" signifies the star closest to us. However, this word also hbecause its connotations, in other words, emotional associations. These are very useful in constructing a persuasive message, since they evoke emotions.

Sound

rightconnotations may well be evoked not just by the semantic facetof the word (its meaning), but in addition by its sole sound. Crisps seem more crisp if we call of them "crrisp," fabric seem softer if we call of them "sofft" and food tastes better if we are saying it's "yummmy." Onomatopoeias (words imitating sounds) are worth mentioning here. this implies of expression is typicallyused, especially by poets. attempt to mention "a snake hisses," "the thunder of a shot" or a "rustling sough of a stream."

Meaning

Generally Tiffany Cufflinks, though Tiffany Necklace, the semantic facethas an idealer influence on connotations than the sound aspect. We understandwords this type ofs "thin" and "slim" or the typicallyencountered in advertisements "usual" and "natural" differently. The word "usual" is related to dullness and tedium Tiffany Rings, at the same time as"natural" doesn't evoke such connotations, despite the fact that its meaning is the same.

a properword to eachthing

within the means of creating an advertising message we make such optionswhen it comes toeachsingle word. they don't seem to be random or intuitive, no less than they need ton't be such. the selections are influenced by detailed surveys and psycholinguistic research.

at the same time aslooking to make a selectiona properword, we need toanswer a fewquestions:

Detailed or general?

A journalist will rather talk a few tall blonde than a lady, but such informationmaynarrow down the objective group. think aboutthis shippedence: "Woman, do you staya diary?" this can be answered by any woman. The case shall be diffehireif we modify the searchion: "Girl, do you staya diary?"

Expressive, exactand transparentor vague, fuzzy and ambiguous

An expressive, exactand transparenttext can also be sure that it is going to be perceived within the best way we would prefer it to. Nevertheless, it would prove dangerous now and then. once we are saying "Colgate toothpaste prevents cavity," we're in hassleif an personwho uses this product hears that they have got cavity in spite of everything. The case shall be diffehireif we are saying "Colgate toothpaste is helpingin preventing cavity." Ambiguity may alsobe helpful once we'd like to exactcontent that can't be formulated in an straightforwardmanner, as an example for thereforecial (breaking taboos this type ofs death isn't advisable) or legal reasons (prohibition of advertising of a few products, e.g. beer). Ambiguity could also be helpful once we use erotic associations, that are very effective in advertising, especially when males are the objective group, however recently, women are more occasionallytargeted by this type ofdvertisements to boot).

Buzzwords

New - customers like changes, they want to be modern, thus calling anything"new" is also very effective. The exception from this rule are advertising texts intendedto retawithin the loyalty to the logo.
reasonable- the cost of the professionalduct is typicallyan vitalcriterion of selectionon an impoverished market. However, it need to be kept in mind that "cheap" is typicallyrelated to low quality, so the word shouldn't be used mindlessly, especially concerningdurable or luxury goods.
Bargain, opportunity - people are satisfiedto make a bonusous buy, thus indicating that our offer is a singular opportunity couldprove very effective. Haven't you ever bought anything totally useless simply because "it was a bargain"?
Perfect, attractive, advantageous - who doesn't like such products? Moreover, these words are better than as an example "the most productive", because assurances that we're "no. 1" shall be treated with reserve. Besides Tiffany Earrings, such claims bear the danger of a blistering response (either a marketing or a court one) from competition.
Responsibility, duty - each folkshas been taught to be responsible since childhood, as an example we feel liable for our families.
"You deserve it" - everyone desires to be appreciated and rewarded, so this expression in addition to other words attachedwith reward are popular among copywriters.
Guarantee, evidence- these words occasionallyreplace evidenceor guarantee themselves. way to them we feel safer and more peaceful.
Secure, sure - these words remind us of danger, but in a canopyt way. they don't evoke strong feelings of fear - this is why they're useful in selling products which are to remainone safe. typicallywe don't like to take into consideration it and an advertisement ggressively reminds us of dangers shall be rejected by most.
they're justwords that calm us down, indicate that anythingis understated and obvious. in spite of everything, each certainly one folksis a little lazy sometimes...
Really - another buzzword which we now have used since childhood once we'd like to emphasise our credibility ("i truly didn't smash that window").
Clean, fresh, organic- ecology is "in" recently, so such words are usuallyhelpful.
Style, discreet, subtle, complicated- people are a little snobbish inside, hence words related to eleganceand prestige are important, because they indicate the highest of the diversityof the professionalduct.
Delicious Tiffany Accessories, fragrant, colourful, smooth - a multitudeage is much easier to understandwhether it is sensual and recalls taste, sight, smell or touch.

Tlisted here are large amounts of such examples, especially that buzzwords are usuallydue to the a trfinish- this is why such a lot of skinnygs are "cool" recently.


Copyright (c) 2008 Adam Nowak

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