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 ââleave homeââ is the most tempting line in a motorcycle advert targeted at youth.
Via: Adrants
