Advertising Guide

Should copywriters create new adjectives?


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 clichés. What matters is the situations in which they are accommodated. That is why ‘’leave home’’ is the most tempting line in a motorcycle advert targeted at youth.

Via: Adrants

Dr Prem Jagyasi and Team (c)

Dr Prem is an award winning strategic leader, renowned author, publisher and highly acclaimed global speaker. Aside from publishing a bevy of life improvement guides, Dr Prem runs a network of 50 niche websites that attracts millions of readers across the globe. Thus far, Dr Prem has traveled to more than 40 countries, addressed numerous international conferences and offered his expert training and consultancy services to more than 150 international organizations. He also owns and leads a web services and technology business, supervised and managed by his eminent team. Dr Prem further takes great delight in travel photography.

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