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Content writers always have their eyes and ears peeled, looking to create catchy and humorous puns that would suit a clients' requirements. I once came across a blogger who wanted his parents, who were new to the digital world, to migrate from Internet Explorer to a newer browser. In order to get them to make this transition he renamed it “Internet Exploder” and warned his parents that opening this browser would cause an apocalypse on the internet. To his astonishment, the wordplay worked very well on his not-so-tech-savvy parents.
Likewise, in advertising, there’s a tendency to use a lot of wordplay which, like all other areas, has its ups and downs. Wordplay may work well and stay in the audience's mind for hours or days together sometimes, but at other times it could just put off the audience.
As I followed more blogs and read about the usage of puns in copywriting, I came across the golden rule of wordplay - as a copywriter, you need to lean towards writing clever articles, rather than making them sound fun or comical, because over time, people would just brand it as bad usage of puns; and nothing could be worse than losing the audience or destroying the reputation of a brand, built over the years.
The interesting fact about good wordplay is that audiences enjoy humour and a good pun, and they keep coming back to the content time and again. Every time they see it, the effect of the pun gets milder, while the product placement gets stronger, and this converts the audience into potential consumers of the products. Hence the use of puns time and again. The most brilliant one that has worked over the years would be “Absolut_____”. This is one of the most interesting usage of wordplay by a brand that I’ve come across over the years. At first when we see this, it looks just like another ordinary word a company would call itself, but over time the clever usage of this word created an appeal in the audience's’ mind. Over years of branding, very cleverly, the brand added words that append it like, “Absolut Magic” “Absolut Original” “Absolut 100” “Absolut Craft” “Absolut Contrast” “Absolut chaos”. These evoke in us a sense of awe towards the company for its ‘Absolut’ brilliant strategy. See what I just did there? That’s what wordplay does.
Meet the mindful and mindless musings of our members, that talk about marketing and other most memorable marvels of life.
Meet the mindful and mindless musings of our members, that talk about marketing and other most memorable marvels of life.
Content writers always have their eyes and ears peeled, looking to create catchy and humorous puns that would suit a clients' requirements. I once came across a blogger who wanted his parents, who were new to the digital world, to migrate from Internet Explorer to a newer browser. In order to get them to make this transition he renamed it “Internet Exploder” and warned his parents that opening this browser would cause an apocalypse on the internet. To his astonishment, the wordplay worked very well on his not-so-tech-savvy parents.
Likewise, in advertising, there’s a tendency to use a lot of wordplay which, like all other areas, has its ups and downs. Wordplay may work well and stay in the audience's mind for hours or days together sometimes, but at other times it could just put off the audience.
As I followed more blogs and read about the usage of puns in copywriting, I came across the golden rule of wordplay - as a copywriter, you need to lean towards writing clever articles, rather than making them sound fun or comical, because over time, people would just brand it as bad usage of puns; and nothing could be worse than losing the audience or destroying the reputation of a brand, built over the years.
The interesting fact about good wordplay is that audiences enjoy humour and a good pun, and they keep coming back to the content time and again. Every time they see it, the effect of the pun gets milder, while the product placement gets stronger, and this converts the audience into potential consumers of the products. Hence the use of puns time and again. The most brilliant one that has worked over the years would be “Absolut_____”. This is one of the most interesting usage of wordplay by a brand that I’ve come across over the years. At first when we see this, it looks just like another ordinary word a company would call itself, but over time the clever usage of this word created an appeal in the audience's’ mind. Over years of branding, very cleverly, the brand added words that append it like, “Absolut Magic” “Absolut Original” “Absolut 100” “Absolut Craft” “Absolut Contrast” “Absolut chaos”. These evoke in us a sense of awe towards the company for its ‘Absolut’ brilliant strategy. See what I just did there? That’s what wordplay does.
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