The New and Revised Copywriter’s Manual mirrors the changing times. “Luxury” is no longer a word that advertisers should use anymore. It’s not something that will connect with people right now. Adweek has provided the 7 words that you no longer can say in advertising, according to the Bureau of the New Era of Responsibility. The manual’s 7 words are:
The seven replacement words are:
These new guidelines also recommend beginning every piece of copy with a note of empathy, even going as far to encourage copywriters to start with “in this economy,” or “in times like these.” I understand that as advertisers we need to acknowledge the current situation, but I also think shoving the negativity and how bad things really are down consumers throats is going to be counterproductive. I love Pepsi’s approach of being positive, and making everything about looking at the bright side of things. Has it helped Pepsi’s bottom line, I can’t speak to that, but I do think that it makes the brand more friendly and leaves people with a positive feeling instead of feeling bad about making a purchase.
This article also discusses the changes to automobile advertising as well as saying there will be no advertising for perfume, silk, jewels, cruises, tropical islands, etc. I have to disagree with this. I have seen more cruise advertisements in the last couple months (Carnival and Royal Caribbean) than I have in years. Both have new TV campaigns and are still very active in direct mail. I think people, who maybe have a little extra saved for a rainy day, might choose to take a cruise in this economy. Right now it’s cheap enough. For less that $30 a day, you can eat until you can’t walk, you can be entertained onboard and you have a place to be with friends. That’s not such a crazy idea to me.
In any case, Adweek’s 7 words you can’t say in advertising is a very interesting article, whether you completely agree with it or not. For the full article, go to: http://www.adweek.com/aw/content_display/community/columns/other-columns/e3ie96e4a3e8c042db296f3656a62b4363b?pn=1