Thinking about Ad Speak

I’ve been thinking lately about “Ad Speak”. You know those predictable words that seem to litter every single commercial like a garbage truck with it’s back doors wide open.  Words like “super”, “fantastic”, “unique”, “limited time offer”, “hurry, act now” etc…the kind of words that worked in ads in the 60’s and 70’s -- and now instantly signal listeners to shut down and go into “ignore mode”.

More specifically what I’ve been tossing around my brain is the thought that slogans and sell lines might have become Ad Speak…joining all those other cliché ridden phrases.

Blah, blah, blah.

I know personally when I hear someone spouting a slogan or a "cutsie" sell line my reaction is to think “blah, blah’blah”.  And personally I’m finding them harder and harder to write as well.  Everything seems to have been done before – and what’s even worse the majority these days seem hollow and insincere.

I guess that right there should be the key thought, that in fact most have indeed joined the ranks of the Ad Speak Army.  Or perhaps it’s just that we’re not being creative enough with them.

Maybe they sound like Ad Speak because they are often tacked on to the end of ads.  Having no relation to the commercial that just proceeded them.  Or you hear them in a list of sponsors at the end of a ball game. You know the preceeding was brought to you by “so and so company – insert slogan here.  It’s kind of a throw away.

Do you recall?

I know that’s not what they’re designed to do – they’re meant to offer recall -- like if I said “The Real Thing”.  You’d know that’s Coke.  Even if you had not been paying attention to the ad, you’d still know you heard something about Coke.

But aside from a shining few examples, I’m beginning to think we should just avoid them completely – or find a way to redesign them.  I’m not sure exactly how that should work yet.  But I’ll keep thinking about it myself.  What about you – any thoughts or ideas?

photo credit: <a href="http://www.flickr.com/photos/howardlake/5540463792/">HowardLake</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>