copywriting ii(1)

7/27/2019 Copywriting II(1)

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COPYWRITINGII

The Art of Writing Ads


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Linguistic deviations

Phonological

Graphological

Grammatical


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Phonological

Very Thundamental funda(mother Dairy)

Hole of Fame (polo)

Fast aid (dettol)

What a relief-water relief(cello)

Love appears at thrist


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Graphological

TATA FONE

SERVO KOOL

Gifts 4 U

Veri veri tasti

Xtra Premium Everybody kneads it.(Pilsbury flour)


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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.


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Grammatical

Challenge the limit

Connecting India

Seals,fixes,joins,builds Your Friend, For Life

Unqualified comparatives

Healthier teeth & gumsLonger life

Fresher breath


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

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

Khao L ight, Jiyo L ight(Nature Fresh

refined oil)

Yeh Dil Mange More(Pepsi)

Magic hai to mumkin hai


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Neologism is one of the best ways to create linguisticcreativity 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.


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Allusionis another striking figure of speech equallyexploited 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 aprominent person.

Maurya Sherton

Taj Hotel

Lal Quila Basmati Rice

Charminar Cigarette

Taj Mahal Tea

Tiranga Gutkha


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Personification, in which an inanimate object is brought into life, iswidely 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 associatedwith the user closely and impressively.

More smiles per hour

Defini tely male

Har ghar kuch kahta

Television wi th golden eye.


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Exaggeration is a statement or description that makessomething 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 wor ld .

We invest in your dreams.

sir f naam hi kaff i hai

Better than the best


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

Hindi and English advertisements. The effective employment

of these devices makes ads more musical, memorable andappealing

Chai Shai Mast Ho Jaye

F ive 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


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Sahet Ki Sanjivini(Sanjivini as

metaphore)

Life ho to Aisi

Its honeydew smooth

The tyre with muscles


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Metaphors and similes, the figures of similarity are moreregular 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 15BHP

muscular 18 litre fuel tank

Street-Sport-Styling

Looks like the male of the Species

Has finally arrived

Bajaj Pulsar

Definitely male.


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Pun & Ambiguity

Sab ka rub ek

Just add zen to your life

No boundarties

Everyone has a reason to pray.

Making sense of India

copywriting ii(1)

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