You are having your nap when your eyes are riveted to the screen intrigued about an advertisement with “be pimple free, be beautiful you” tag line promoting an instant fix to the reddish swelling dots on your face which you have just noticed. Then you immediately bolt out from the door, heading straight to the nearest convenient store. After half an hour of walking, you scrutinize every bottle and tube placed at eye level searching for it because you’re dead serious to turn on the boy- of -your- dreams the next day.
In literature, words are used as important ingredient in developing the whole picture, the same goes true with advertisement. One can’t develop a very catchy endorsement only by using pictures, all though it may be possible, yet there is an element which is lacking. Words, especially adjectives, which specify a product’s features add flavor to blurbs and call the consumers’ attention.
The above mentioned scenario shows the undeniably apparent effect of using “positive words” in promoting a product. People become attracted to and eventually become consumers of products and services which are endorsed by famous personalities or that from a bandwagon. Consumers are intrigued whether those used words are indeed accurate in defining the after effects of using the product, and the best way to find out if it’s really true, is of course, by using it.
Yet, what is really with words that makes consumers patronize endorsed products and services? Words are promising. The phrase “quick fix” may be simple, but it leaves the audience asking “How fats it will work?” Now this very question is produced because of the words used in the ad spark the curiosity of consumers, since the phrase promotes the product’s fast result. Even though these customers are not fully knowledgeable of what the product’s composition is, if it’s suitable to use or not, they tend to buy it as it promises instant work or remedy.
In addition, words on commercials are flattering and persuading. Adjectives, adverbs and nouns are patterned together to perfectly fit the good’s description. These words are used to tickle senses and to promote the constructive and amazing effects of the presented thing so that consumers will use it. Notice those short striking slogans and catchwords almost every commercial uses. This is actually so, because clients are attracted and become eager on finding out how the advertised good works for them.
Imagine a one-hour television show chopped into four parts, and in between segments almost 15 commercials maximum of 30 seconds each is parading on your screen. It’s frustrating, isn’t it? However it becomes normal and usual to the audience and it even comes to a point that the audience enjoy the ads the same as they relish the television flick. Yet again, why is this so?
Words are not only there to promise a positive effect, flatter and to persuade but also they are present to entertain. Take for instance several advertisement using unique product jingles, they never fail to entertain. Anyway, who would want to try new products if in the first place, the promotions are lousy and are not able to attract and entertain the audience? Of course, almost no one because in most cases the most consumed products are those goods which have gained consumers’ hearts and have even left them having the last song syndrome.
Indeed, words play major roles in product promotions. They are the sugar, pepper and salt giving flavor in every ad. They are promising, flattering, stimulating and convincing because they are cosmetics putting beauty in commercials. And when all has been said and done, words are precious polish adding those final touches making every good and service endorsement a success.