Have the Words Run Out?
More and more writing in advertising is starting to resemble the tweets of Russell Davies’ brilliant Taglinr bot.
The trend doesnt seem to be confined to one specific category of advertiser and as a result you don’t have to look far for examples. The proliferation of three word headlines that are configured in such a way as to be strangely bold yet oblique at the same time is so great that it feels almost churlish to call out specific examples, though I am particularly fond of the Toyota example below. (Ed: Vikki Ross on Twitter is worth a follow for all things ad-copy related - and often points out exactly this sort of thing)
Start my impossible. Sure.
It leaves me wondering what has happened.
Have the words run out? Or have large parts of the industry simply forgotten what writing in advertising is meant to do?
There seem to be two specific issues.
Firstly, writing has started to neglect it’s core function. The best writing in advertising manages to be descriptive of both a functional attribute of a product or brand as well as conjuring an emotional benefit or emotional connection with the audience. Lots of writing in advertising doesn’t work hard to make these connections.
Secondly, these words grow in value the longer they are used. As WARC’s latest report shows, the more commitment there is to a creative idea, the more value they provide. When used consistently over time the words help create the conditions for fame. The stuff that gets taglines used by kids on the bus or featured in TV sitcoms. Think Meerkat and ‘Simples’ or ‘You’re so money supermarket’…. even the most nonsensical words can become meaningful when used consistently and repititevely.
And perhaps this is the crux of the issue - it’s not just that we’re seeing more ‘smart sounding’ phrases, but that we’re not committing to them. Taglines and brand phrases are changed more often than underwear. Another victim of the shorterning tenure of CMOs and Marketing professionals.
As with so many things in advertising - the relentless hunt for the new seems to be hurting, not helping us be more effective.
Good things come to those who wait. Quite.
