Linguistic features of marketing texts

It is widely believed that only very literate people can write good selling texts and slogans, preferably having received a higher philological education. Practice refutes this position. The authors of the most successful finds are sometimes not very friendly with grammar and syntax, but they are rich in creative ideas. In advertising, the main thing is a fresh approach, and gloss and linguistic flawlessness can be given to the almost finished product by spelling specialists.

Nevertheless, even very talented people who can sometimes create real masterpieces, it will not be superfluous to learn about the methods of the most effective application of various parts of speech and speech. After getting acquainted with them, the need to spend energy on the intuitive invention of what has been known for a long time will disappear, and it will be possible to focus on the main thing - the development of creative ideas.

On general requirements for marketing texts

Any advertising text information is subject to its own unique rules, different from those of other literary genres, such as a story, novel, novel or journalistic article, while the theoretical elaboration of these features, despite the existence of a wealth of accumulated experience, is very modest. There are general requirements that you need to know, although in most cases the authors of successful selling texts have already reached these patterns independently and intuitively.

Here they are in brief

- The language of advertising should be understandable and simple.

- A prerequisite for success is the presence of an original idea.

- The selling text should "cling", that is, have a vivid imagery.

- The most important requirement - the accounting of consumer psychology. This topic deserves separate research, and they were conducted.

- You need to speak with the target audience using a vocabulary popular in its environment.

- There is a specific perception of information depending on the broadcast channel. For example, the printed text is read differently than the same words spoken by the radio announcer are heard, and, in turn, both cases differ from the response to the accompanying video series. This factor must be taken into account, so as not to happen, as in the well-known poem: "It was smooth on paper."

- The use of beaten cliches about "the right decision", "your only choice", "only now and only with us" and the like causes annoyance in the same way as in applying to any literary genre. Will there be a success in the novel, in which there are "ladies with traces of former beauty", "faithful butlers who served as the past owners" and other people who are soiled with frequent use of characters? Over such "masterpieces" laughed more than a century ago. That's with advertising the same way.

But it's time to move on to what everyone seems to know, namely to the parts of speech and the technologies of their exploitation.

Pronoun

The word "we" producers use, telling about themselves. "She", "they" and "he" in advertising in general are practically not used as completely useless. The pronouns "you" and "you", on the other hand, are very common in constructs that make an address appeal to each potential consumer and their groups. "We have prepared a surprise for you!", Or "Of course, you are worthy of it!", Or something like that. So, summarizing: about us and you can and you need, but they do not need. They (outsiders) do not interest us. We have our own business with you, and they do not concern others.

Verb

He, as the poet said, "burns hearts." In the case of advertising, this means motivating and activating behavior. Most often, the imperative mood is applied ("buy", "use", "enjoy", "call"). I remember the classic of the domestic genre in the form of slogans on the billboards burned from the sun, so popular in the USSR and calling to fly by Aeroflot planes, store money in the Savings Bank and drink "Soviet champagne." The path is run-off, so the verbs that form the semantic center of the incentive verbal construction, you should select the original ones. Examples of a successful verbal attack: "Do not blunder!", "Explore!", "Find!", But a rich vocabulary will find many more options. The verb is a very powerful instrument with skillful use, it sets the rhythm, dynamics and gives decisiveness. It is very effective in advertising sports goods, cars, etc. In the past tense in this context is not applied.

Adjective

It should be remembered that the "best" does not happen "the most." And in general, an excellent form of the adjective is considered a manifestation of bad taste. Definitions like "exceptional", "qualitative", "charming", "colossal", "unique", "excellent", etc., should not be avoided. They do not say anything to the consumer, and every word and second of time spent is valued for Weight of gold. The adjective in the role of the epithet is designed to emphasize the competitive advantages of the product and to specify them, indicating the distinctive properties: "soft", "tart", "home." Accuracy and accuracy are important here.

Now about specific "amplifying" speech speeds used in effective advertising texts.

Parceling

Long sentences tire in any kind, both verbal and printed, so much that I want, as in a well-known saying, to chop off them with an ax. Is it possible to do this? Yes, if you do it artistically and with good taste. "We are waiting for you. We have something to please the guests. " "Please contact us. You will not regret". "Sausage is homemade. As a guest of my grandfather. " In addition to separation and facilitation of perception, the reception gives the message a conversational intonation, which distinguishes it from a dull series of proposals "to buy the unique and the best ...". The parceled structure causes more interest than the standard verbal construction. One can recall the intriguing presentation of the film-character: "My name is Bond. James Bond". The same reception.

Segmentation

The technology of segmentation of the advertising offer reminds the above-mentioned method of parcellation, but differs from it intonationally. The sentence is divided into two (or more) parts, which are crowned by different punctuation marks. For example, "Technique brand ACME. What else do you need to know about it? "," I have a "Ferrari"! There are more questions? "," Residential complex on the Big Fountain. And you ask about the sight of the sea? "," Do you need this? Yes! ", And even" Charge your brain! " If there is something to load ... ".

Questions and answers to them

This technique is reminiscent of segmentation, but differs from it in the number of interrogation requests. Example: "Are you tired of waiting? Tortured problems? Wife swears? Children cry? Mother-in-law cuts? So contact the company AKME! ". The question-answer design provides a liveliness of perception and conversational style.

Refrain

Enterprise "Bee" - affordable prices.

The enterprise "Bee" - fast elimination of problems.

Enterprise "Bee" - free and instant delivery.

Enterprise "Bee" - a high culture of service.

All clear?

Can take a hybrid form, combined with segmentation, when a lot of questions are given one answer in the form of a brand or company name.

Other Possible Advertising Verbal Constructions

The toolkit, which proved effective in compiling marketing texts, is quite diverse.

A common method of antithesis involves the use of antonyms in one sentence (the maximum of something good with a minimum of some problems, the simplicity of the beginning and the impossibility of ending, of pleasure, of course, and similar double oppositions).

In graduation, every word or expression meaning an advantage sounds stronger than the previous one, increasing the effect.

Often rhetoric is used, that is, questions, the answers to which should be obvious.

And even the word "no", usually considered undesirable in advertising, can be skillfully used. "You for a minute? No, I will stay for a long time. Probably, forever. I like it here".