“Advertising is the spoken word in print.”
This is one of 52 small ideas that make a big impact from “The Little Blue Book of Advertising.”
What it means is: Grammar is best reserved for college essays, and may not have a place in effective advertising. Don’t agree? Take a moment to try and …
Remember that effective tag line from the 1997 Apple campaign? If not, here’s the TV spot that is still studied today as a classic. It still serves to position Apple as the product for alternative thinkers. By all accounts it worked as effective advertising. And, it’s grammatically incorrect. To get an A on an English exam, the copywriter would have written it “think differently,” and it would not have resonated or had the ad impact it did.
Advertising is fundamentally meant to “speak to” an intended audience, which is why the spoken tone is considered more effective than the grammatically correct written word.
If you’re proofing an ad for either yourself or someone else, here’s a tip:
Don’t read it quietly.
Does the ad sound right? This tip holds for print ads as much as for radio spots. In print, readers read the ad in their own voices in their heads. Make sure the ad sounds right and it will have a better chance of resonating with your intended customers. And, if need be, keep it grammatically incorrect.
The Walk-away: Even in print, ads are meant to be ‘spoken’. If your ad doesn’t resonate in a genuine voice in a reader’s head they will discount your message as disingenuous. People like to do business with people who either “sound” like them, sound as they aspire to be.
Post originally appeared on AdsWithLegs blog created for The Press of Atlantic City, October 2012.