COPYWRITING II The Art of Writing Ads. Linguistic deviations Phonological Graphological Grammatical

COPYWRITINGII

The Art of Writing Ads

Linguistic deviations

• Phonological

• Graphological

• Grammatical

Phonological

• Very Thundamental funda(mother Dairy)

• Hole of Fame (polo)

• Fast aid (dettol)

• What a relief-water relief(cello)

• Love appears at thrist

Graphological

• TATA FONE

• SERVO KOOL

• Gifts 4 U

• Veri veri tasti

• Xtra Premium

• Everybody kneads it.(Pilsbury flour)

Grammatical• He danced

• He danced well

• He danced well with his friends

• He danced well with his friends in the party

• He danced well with his friends in the party last night

• He danced well with his friends in the party last night at Taj hotel.

Grammatical• Challenge the limit• Connecting India• Seals,fixes,joins,builds• Your Friend, For Life • Unqualified comparativesHealthier teeth & gumsLonger lifeFresher breath

Hinglish a mix of Hindi and English language, is gaining momentum in the advertising communication. It is termed as

code-mixing and it becomes the trend of the time.

• Khao Light, Jiyo Light (Nature Fresh refined oil)

• Yeh Dil Mange More (Pepsi)

• Magic hai to mumkin hai

Neologism is one of the best ways to create linguistic creativity and innovation in the advertisements. The copywriters do not hesitate to break the boundaries of the rules and coin new

words and widens the possibilities of expression

• Be a Freshtarian

• Here are the new words created with one word 'egg': eggaterian, eggonomics, eggcitement, eggsperienced, eggtraordinary & so on.

Allusion is another striking figure of speech equally exploited by the copywriter. This figures consists of some

words or the expression which refers to some well known past incident or a mythical or historical name or a saying of a

prominent person.

• Maurya Sherton

• Taj Hotel

• Lal Quila Basmati Rice

• Charminar Cigarette

• Taj Mahal Tea

• Tiranga Gutkha

Personification, in which an inanimate object is brought into life, is widely practiced in both forms of advertising. While employing this

figure of speech, the copywriters endow the product with human qualities, emotions and activities so that the product will be associated

with the user closely and impressively.

• More smiles per hour

• Definitely male

• Har ghar kuch kahta

• Television with golden eye.

Exaggeration is a statement or description that makes something seem larger, better, worse or more important than it really is. It is employed to catch the attention of the consumer

and highlights the product.

• Things go better with coke

• Dhag Dhoonte Rah Jaoge

• Rules your senses. Rules the world .

• We invest in your dreams.

• sirf naam hi kaffi hai

• Better than the best

Alliteration and rhyme are the most favoured tools of the copywriter. These two figures are found most abundantly in

Hindi and English advertisements. The effective employment of these devices makes ads more musical, memorable and

appealing

• Chai Shai Mast Ho Jaye

• Five Side Funda Fastest Thanda

• To change the way you look

just change the way you cook

• Har khbar par hamari najar

• Fun on the run

• Have a break!Have a kit kat

• Sahet Ki Sanjivini (Sanjivini as metaphore)

• Life ho to Aisi

• It’s honeydew smooth

• The tyre with muscles

Metaphors and similes, the figures of similarity are more regular in both forms of advertisings. In advertising, they are used to make a difference or comparison (simile) between the products and prove why their product is the leader (metaphor)

of the market ?

180 cc 15BHPmuscular 18 litre fuel tank

Street-Sport-StylingLooks like the male of the Species

Has finally arrived Bajaj Pulsar

Definitely male.

Pun & Ambiguity

• Sab ka rub ek

• Just add zen to your life

• No boundarties

• Everyone has a reason to pray.

• Making sense of India