Introduction to copywriting. Part 7. Tone of advertising language

Copywriter works the most expensive word, advertising text does not tolerate graceful wordiness, poetry, philosophy, wordblism. The conciseness and accuracy of the hit is the main task of the copywriter in the logic of the statement. Everything extra – cuts off!

The main difference in advertising language is that it speaks to a specific consumer, addressing thousands of different people at the same time. All these people have different degrees of education, different (sometimes opposite psychotics, temperament, nervous system warehouse. Therefore, advertising should be averaged, covering the largest number of participants. The best advertising projects form fashion for any particular product, brand, and fashion, according to the precise definition of V. Nabokov – there is a “triumph of mediocrity”. The trendy selling trend is always the middle, the exact manipulation of the majority.

The tone of the advertising language should be credible, the style should be close to the conversational (according to the types of target audiences). To be able to combine different styles in one advertising text, using the minimum of techniques – great art. At the same time, any attempts to “become your board”, flirting with the consumer by using jargon expressions, vulgarisms give in 99% of cases the opposite effect. Today this reception rushes Russian advertising, trying to epatify the public with cheap tricks.

So, for example, you can quote advertising the famous hypermarket of household appliances, where on the billboard was placed a vacuum cleaner, its specifications, discount price, brand hypermarket and huge vulgar tagline: “Sosa for pennies!”. Also grief copywriters advertised a new cottage village near Moscow, where a minimum of information about the object was accompanied by a ridiculous subtitle: “Pine as a gift!”.


tone of the advertising language is the trusting tone of the conversation of the seller and the buyer, in which there is content, respect for the potential customer, where the maximum facts are stated in a small number of words. There should be no cheap vulgarities, clichés, highbrow, misplaced allusions, jargon stamps, superior degrees in it. Involving the customer with a catchy headline that is not related to the product offered, using epathage euphemisms, and sometimes, and hidden profanity is the top of stupidity in advertising.

Ogilvy wrote: “For the buyer it matters first of all all the information about the item, and to think that a couple of empty adjectives and a flashy slogan will convince him to buy something is insulting to this itself buyer”. Also insulting and thinking of the majority, considering it a smallcultural, ill-mannered, mindless mob.

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