The preparation of the right type of advertising copy is highly essential to convey the message to whom it is intended.
A successful advertising copywriter is a savvy marketer and a literary master, sometimes described as a “killer poet.”
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Stylistic and Linguistic Devices in Writing Advertising Copy
To achieve special literary style and persuasiveness in advertising copy, the following devices can be used:
1. Cliches
There are certainly simple, well used and sometimes seemingly banal words that are highly successful in advertising.
They are sometimes called buzz words.
The most powerful word in advertising is ‘FREE’.
It can be applied in many ways. Other effective advertising cliches are ‘Now‘, ‘New‘, ‘Here‘, ‘At Last‘ and ‘Today.’
2. Action Words
Verbs can be used to give the copy a sense of urgency and to help the copy to move along. These are almost all short words. They give a copy pace.
Typical examples are: Buy, Try, Ask, Come, Write, Phone, Call, Taste, etc.
These words can be used in this way:
- “Send today for your free sample, and try the new product.”
- “Fill in and cut the coupon, and post it today.”
- “Call in and buy one now.”
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3. Emotive or Exciting Words
These are adjectives, words that enhance the facts. These may be used in captions to a picture.
Some of the adjectives which can be used in advertising copy include:
(Splendid, Delightful, Wonderful, Amazing, Gorgeous, Beautiful).
Emotive words help to create a mental image of the product. They create desire and inspire confidence.
4. Alliteration
Alliteration results eating sounds, and is thus a form of repetition.
This repetition of sounds should be pleasing to the ear, not irritating.
Advertising copy may be cleverly written, but it should never appear to be clever, otherwise, it will sound false and the reader will feel cheated.
Alliteration lends itself very well to slogans, making them memorable.
5. Colloquialisms
These include chatty, conversational colloquialisms such as don’t, couldn’t, wouldn’t, won’t, you’d, what’s, that’s and other abbreviations.
These make ad copy effective.
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6. Punctuation and Grammer
Copywriting demands a good knowledge of punctuation and gram. Good sentences must be formed.
The copywriter should make use of good prepositions and conjunctions.
7. Repetition
Finally, there should be the use of repetition in advertising copy. Repetition may occur in the following ways:
- Using the same word to open each paragraph of the text.
- Promoting the company or brand name throughout the text.
- Repeating the name throughout the headline, pictures, captions, subheadings, text, signature slogans, and logo.
- Repetition of the ad itself or repeating the same style in a series, or maintaining the same style of layout and typography whenever ads appear.
Thus, know you know how to write an amazing attractive advertising copy.
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