Word Play in Advertising

As I have mentioned in the previous blog, the components of text and images in advertisement. How do the advertisements attract the viewers? No doubt the image plays a significant role to catch people's attention instantly, but text is also indispensable. It can help people to identify the product and remember it. It can also make a normal image become more out of ordinary.


                                           

                                               

See? Get what I mean now? How powerful is TESCO print ads in this case, the words make the normal products that can be seen in everywhere distinct from the others.


                                                                    

                                                   

                     
                             
This is the another case study. The Economist print ads is the most impressive print ads I have ever seen. It is mere copywriting with striking red color, yet no image. It does communicate with the viewers efficiently.

In this post, I would like to share a very interesting infography about the word play in advertising that I found two months ago (Sorry for my forgettery). All these techniques can be seen in most print ads nowadays, it is magical enough to convince you buying the product.




Now, I gonna show some examples. Let's check it out!

The Endorsement

I am not going to explain too much, I hope you know 'Linsanity'

The Unfinished Claim

Can you see the word "Less" three times? Less than what? Obviously, it is competing with its competitors.

The Rhetorical Question

Try to ask yourself, the point is inside the question. 

The "Water is Wet" Claim

You can see three times "Great" again in this print ads. It is not competing with the others. Why is it great? It is because it is just great. Get what I mean? It doesn't explain the greatness of the thing specifically.

The Weasel Claim

The brand itself makes the product different, but it is actually nothing different. It modifies the square into diamond shape ONLY.

 The Compliment Claim 

You will feel motivated for sure when you look at this print ads.

The Scientific Claim

These two print ads are advertised by Science World. As you can see, there are scientific proof and specific numbers.

 The Vague Claim

From my understanding, BlackBerry is particularly designed for business use. In this ads, the brand is personalized and showing its importance in business people's life. 

The "We're Unique" Claim

Doctors are its users as well, strongly recommended! LOL! I feel that this ads is unique,yet quite ironical~

Resources:

Best Copywriting Ads (2011) Tesco & The Economist. Available at: http://bestcopyads.wordpress.com/ [Accessed: 5th August, 2013].

Linguarama (n.d.) The Language of Advertising. Available at: http://www.linguarama.com/ps/marketing-themed-english/the-language-of-advertising.htm [Accessed: 29th August 2013].

Todd (2011) Wordplay: The Language of Advertising. Available at: http://blog.buysellads.com/2011/wordplay-the-language-of-advertising/ [Accessed: 29th August, 2013].