Colgate Total Toothpaste
The role of words in advertising
Copyright (c) 2008 Adam Nowak
Have you ever seen an ad without any text? Whether radio, television, film, print, Internet and outdoor advertising, the text is always an element of utmost importance.
Words marked and unmarked
It is generally considered the items marked as those that occur less frequently. Thus, between the words "food" and "party", the latter are considered marked. Another criterion is the awareness of the choice of a word in a statement. Even if we choose a simple word, it may be because it appears more strongly marked for us. Words that we are forced to use are less suitable.
= Name problem
Our ultimate goal is to persuade someone to buy the product but an intermediate goal could be the association of a problem awaiting a solution with our product, for example, the following motto: "Diagnosis: exhaustion. The answer: XY. "The goal of this message is for the recipient automatically think of the product XY when they feel exhausted.
Associations
Psycholinguistics Research has shown that the receptor naturally associate a word with its opposite, for example, "man – woman," a hyponym, that is, a word semantically subordinate, for example, "fruit – apple" or a synonym.
Connotations and denotations
Each word has a denotation, ie the names of anything. The word "sun" means the nearest star to us. However, this word also has connotations, In other words, the emotional associations. These are very useful in constructing a persuasive message, because they evoke emotions.
Sound
Connotations properly can be evoked not only by the semantic aspect of the word (its meaning), but also for their unique sound. Crisps appear sharper if we call them "crrisp," tissue appears smooth, if we call them "SOFFT" and the food tastes better if you say it is "yummmy. Onomatopoeia (words imitating sounds) are noteworthy. This means of expression is often used, especially by poets. Try saying "a hissing snake," " the sound of a shot "or a" murmur murmur of a brook. "
Meaning
In general, however, has a semantic aspect greater influence on the connotations that the aspect of sound. We perceive words such as "thin" and "slim" or often found in advertisements for "habitual" and "natural" differently. The word "usual" is associated with apathy and boredom, while "natural" does not evoke such connotations, although its meaning is similar.
A word for everything
In the process of creating an advertisement to make decisions as in the case of each word. They are not random or intuitive, at least should not. The choices are influenced by detailed studies and psycholinguistic research.
While trying to choose a correct word, we must answer some questions:
Detailed or general?
A journalist rather talk about a blonde higher than a woman, but these details can reduce the target group. Consider this sentence: "Woman, you keep a diary?" This can be answered by any woman. The case will be different if we change the question: "Girl, do you keep a diary?"
Expressive, precise and clear, or vague, unclear and ambiguous
A text expressive, precise and clear can be guaranteed to be perceived in the way they want. However, it could be dangerous sometimes. When we say "Colgate toothpaste prevents the cavity, we're in trouble if a person using this product learns that have cavity after all. The case will be different if we say "cream Colgate aid in the prevention of caries. "Ambiguity may also be useful when we would express content that can not be formulated in a straightforward way, for example for social development (breaking taboos such as death is not recommended) or legal reasons (prohibition of advertising of certain products, example, beer). Ambiguity is also useful when using erotic associations, which are very effective in advertising, especially when males are the target group, However, recently, women are more often targets of this type of advertising also).
Buzzwords
New – customers like the changes, they want to be modern, putting something "new" is usually very effective. The exception to this rule are the texts of advertising is to maintain brand loyalty.
Economic – the price of the product is often the most important criterion of choice in a depleted market. However, it should be noted that "cheap" is often associated with low quality, so that the word should not be used without thinking, especially in relation to durable and luxury goods.
Negotiating the opportunity – Everyone's happy to make an advantageous purchase, indicating that our offer is a unique opportunity can be very effective. Have you ever bought something completely useless because "it was a bargain?
Perfect, attractive benefits – who does not like these products? Furthermore, these words are better than for example the "best" because we are assured that "no". 1 "will be treated with reserve. Moreover, such claims assume the risk of blistering response (either marketing or a court of one) of the competition.
Responsibility, duty – each of us have been taught since childhood to be responsible, for example, we feel responsible for our families.
"You deserve it – everyone wants to be appreciated and rewarded, so this expression as well as other reward-related words are popular with editors.
Assurance, testing – these words frequently take the test or self-assurance. Thanks them feel safer and more peaceful.
Sure, sure – these words remind us of danger, but in a disguised manner. That do not generate strong feelings of fear – that's why they are useful in selling products that are going to keep a safe. Normally we do not like thinking about it and aggressive advertising that reminds us of the dangers be rejected by the majority.
They are just words that calm us down, indicate that something is simple and obvious. After all, every one of us is a bit lazy sometimes …
Actually – Another buzzword we have used since childhood, when we want to enhance our credibility ( "I really did not break the window").
Clean, fresh, natural – ecology is "on" recently, so those words are often useful.
Style, discreet, subtle and sophisticated – Everyone is a bit snobbish in the interior, therefore, the words associated with the class and prestige are important because they indicate the high quality product.
Delicious, fragrant, light, soft – a message that is much easier to see if it is sensual and remember the taste, sight, smell or touch.
There are many examples of this kind, especially that these words are often the result of a trend – that's why many things are "cool" recently.
About the Author
This article was translated by mLingua Worldwide Translations, Ltd. mLingua provides professional language translations in all major Western and Asian languages, software localization and web site translation services. Please visit http://mlingua.pl
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