A June "Bloomberg Businessweek" article indicated five additional adjectives to avoid because of overuse and general meaning -- quality, value, service, caring and integrity.
While each of these adjectives carries a positive connotation, they are overly general and easy for most providers to toss out as descriptors. Effective ad messages project brand benefits in unique ways. Neil Kokemuller has been an active business, finance and education writer and content media website developer since He has been a college marketing professor since Kokemuller has additional professional experience in marketing, retail and small business.
By Neil Kokemuller. Key Success Factors in Business. It directs you in such a way that is bold and without remorse. The short, snappy nature of the tagline with the iconic tick has made it recognisable on a global scale. The video was a huge success as an advertising campaign and continues to be recognised today, almost seven years later. With adjectives, these words are there to seduce you into believing in the product or service advertised.
Adjectives bring depth to adverts, and the right adjectives can completely spin a situation into a positive. Invoking ideas of either safety or health are two of the most common ways to push a product to an audience — after all, these are two concepts people constantly want more of. The phrase is segmented from the text in the advert, making it more memorable to the viewer. Many adverts also use verbs and adverbs to encourage people to action.
It forces you to choose between love or hate, both of which are powerful, loaded words with intense connotations of emotion behind them. Understanding the simple act of how to address the audience can create a huge shift in the perception of the advert. Language in adverts is vast, varied, and constantly evolving. One thing we can say with some certainty is that the qualities named by the adjectives are being transmuted into magical things. Neal Whitman has observed that we can talk about "buckets of fail" and "bags of win" — we imagine fail and win as bulk items that can be carried around, which has a bisociative effect like a metaphor.
Let's have a look again at what sort of thing an anthimeric adjectnoun can present:. You can go to it. You can be welcomed to it. It can be unlocked. It can happen and it can be ended. Which means you can be it. Of course, in many cases these characteristics are characteristics of the thing being advertised.
In fact, when we look a second time, we see that it's not just the quality being turned into a thing; in many cases, it's the thing being turned into the physical realization of a quality. Bisociation is a two-way street, after all. Fiats can be unlocked just as your more can — so a Fiat is being magically transformed into more. Heinz ketchup and Nutella are comestible thick fluids just as happy is, so they become the physical essence of happy.
Marketers sell the sizzle, not the steak; with these anthimeric adjectnouns, they're selling the steak as the physical realization of sizzling. And vice versa in each case, of course. Skip to header Skip to main content Skip to footer Analysis.
Why do this? Because language. Because marketing.
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