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Ad Text Styles
Advertising text can be composed in a variety of styles. The most common:
- direct statement of facts,
- the story
- dialogue / monologue,
- original genre.
In the direct presentation of the facts, the text directly explains the meaning of the title and illustrations or develops it without hiding its commercial focus. This style is good for use in business advertising.
In a narrative text they tell some story. It identifies the problem and proposes its solution using the specific properties of the advertised product. Then a proposal is made to the buyer to use this solution if he has such a problem.
Sometimes an advertiser uses a self-description style to sell an idea. Most often, banks, insurance companies and large industrial concerns resort to this style. Using this style, excessive pomposity and self-praise, which is often manifested in corporate advertising, should be avoided.
Dialogue / monologue style text . The characters shown in such ads sell in their own words, demonstrating the useful properties of the product; sometimes used genre scenes. However, it must be remembered that not everything that people say is interesting, so there is a risk of getting a gray, expressionless text.
The original genre is characterized by an abundance of puns, humor, poems and rhymes, exaggerations, jokes and other attributes of clown life. This style should not be looked down upon. Reasonably embodied in advertising, the trick is credible. Humor helps to quickly make advertising memorable, in addition, it destroys the stereotype of perception of a product or service that adversely affects its sale. However, humor is a subjective concept. Use it very carefully and observe the measure. Some researchers consider humor dangerous if it is used in advertising financial or insurance services.
The brightness and memorability of the advertising text largely depends on the >figurative means . In addition, the techniques presented in the table are often used:
The end of table 2
4. Imaginative means in advertising
A major role in creating advertising is played by trails. A trope is a turn of speech in which a word or expression is used in a figurative meaning. At the heart of the trail is a juxtaposition of two concepts that seem close to us in some respects.
Epithets are most effective in advertising - a word that defines, characterizes an object or action and emphasizes any quality or property in them. Definitions of goods and services should cause specific associations, representations. Words good, best, tasty wonderful, unusual, peculiar, interesting, specific do not contain specific information. It is hardly possible to explain specifically what a delicious or good-tasting means. But if one uses definitions that characterize specific features of an object, then the reader will have quite tangible associations. For example, astringent, bitter, salty, sweet and sour, spicy, tart (taste), jasmine, lily of the valley, coniferous, tarry, sugary, garlic, apple (smell).
It seems very fruitful to use comparison - a comparison of two phenomena in order to clarify one of them with the help of the other. Here the calculation is that the recipient of the advertisement knows the object with which the new is compared, he already has an established image, which should only be transferred to the new advertised object with a slight adjustment. Comparison can be expressed in turns with different unions, in case, in the form of a comparative degree of an adjective or an adverb, using similar, similar words , etc. For example, in an advertisement of V / O "Medexport": Laser, like a scalpel.
Euphemisms are often used in advertising texts - a softer expression that replaces rude, aggressive or too direct. Resorting to euphemism, the author of the advertising text embellishes the subject. Calling toilet paper “material for the bathroom”, it does not alter its appearance or purpose, but softens the impression that this item can make on a person. You should carefully select euphemism. It can complicate the perception or lead to misunderstanding of the message.
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