Excellent, immaculate, wonderful, scintillating… how many times have you heard all these adjectives in advertisements? Well, words, like repeated ideas, too make us yawn when they are overused. Then, what should a copywriter do with his new brief to describe the greatness of a new product? Well, just create a new language. Make new adjectives. That is what happened in these ads for Mercedes Benz E-Class Coupe.
The ads describe the product as fabuttractive and superfect, and the copy says that the E-Class Coupe deserves a whole new language. Well that is a lame argument.
When you arrange words or ideas in an unexpectedly unusual situation, there comes beauty and creativity. Words or adjectives never become clichÃ©s. What matters is the situations in which they are accommodated. That is why ââleave homeââ is the most tempting line in a motorcycle advert targeted at youth.