It can be hard to produce effective and memorable ads when facing numerous competitors. Businesses can stand apart from their competition by taking advantage of literary devices to create unforgettable messages for print companies to place on their ads.
Word choice plays a vital role in how customers interpret and react to an ad, which is why companies need to understand how to use diction to strengthen their marketing approach. Diction considers which words are appropriate given the context of the sentence, and then selects the best choice depending on the connotation the marketer wishes to convey.
When selling goods such as produce, the business could claim that its fruits and vegetables are high-quality items, but with proper diction, the company can use more appropriate selections such as ‘juicy’ and ‘delicious’. Both choices have the same general idea, yet the latter is more relevant and marketable to the product.
Alliteration is another tool that can make a difference in the memorability of a message. Writers for advertisements can repeat the first consonant sound of their words to make specific phrases stick out in the mind of the reader. The repeated sounds, even if something as simple as ‘fresh fruit’, can help reinforce the message the sentence is trying to convey.
Pleonasms also provide a way for companies to use repetitive word choices to help people remember the material being read. For example, describing something as the ‘most tastiest’ can be redundant and considered poor grammar, but in certain cases of advertising, it reinforces the idea of the item being worth eating.