Words and learning in advertising

The often-complex relationship between the linguistic construction of copy and the way the mind deals with it in processing the message is known as psycho-linguistics. Unfortunately, one of the real difficulties in applying psycho-linguistics principles is the large number of interactions which we deal with, especially in advertising. Advertising is made up of a good deal more than a single word, phrase or sentence, because there is a full context for the headline and copy, which almost always includes pictures or other visuals. Nevertheless, we do know that if we use words and pictures in ways known to facilitate learning and avoid using them in ways that tend to make learning more difficult, our marketing communication will be more effective.

In fact, the use of unfamiliar words can get in the way of learning because, as studies have shown, using familiar words in familiar ways helps learning. This illustrates a problem that McGuire identified long ago. Often the things that help attract attention in communication are the very things that get in the way of comprehension or acceptance of the message. Thus, while we may want to use an unfamiliar word or use words in an unexpected way as a part of a headline to gain attention, we do not want this in the sub-heads, where learning is the objective.

•  Concrete, High-Imagery Words

One interesting concept in psycho-linguistics that has a direct bearing upon marketing communication, especially in advertising, is the notion of the ‘concreteness' of the words used. Concrete words are generally described as those that refer to objects, persons, places or things that can be experimented by the senses; those that do not are called abstract. Concrete words are more effective than abstract ones in communicating ideas and are better remembered. The reason concrete words help with learning is that they tend to arouse mental images quickly and easily. A very good example for what has just been stated are these lines taken from adverts in a UK women's magazine: ‘ Because it really matters', ‘For skin this soft', and ‘Some days matter'. The only one that brings a visual image to mind is the second one; consequently, this is concrete, while the others are more abstract. The explanation is that we can ‘see' or imagine soft skin, but it is more difficult to focus upon a specific image for ‘Because it really matters' or ‘Some days matter'. So, imagery value is important in facilitating easier communication and learning.

•  Using Negatives

Overall, people are much more likely to make favourable rather than unfavourable judgments, As a result, in every language, for example, there are far more favourable than unfavourable adjectives. Additionally, a lot of research has shown that negative words or constructs are difficult to process and should be avoided in communication. Understanding their meaning requires a two-step process. First, we must recognize the negative for what it is, then ‘reverse' the meaning; as a result, there is a chance someone may misunderstand or overlook the negative while processing the message. In an interesting study dealing with this issue it was found that when two claims are made and one is the negative, misunderstanding is greater when the negative claim is second. In fact, people were asked to read one of the following headlines and decide if the taste or calories was the main emphasis (and to the advertiser, the answer was the taste):

‘It's the taste that counts, not just the calories'

‘It's not just the calories, it's the taste that counts'

The number of people correctly saying ‘taste' was only 77 per cent in the first example vs. 85 per cent in the second. This is because the negative claim in the second example is not necessary to correctly process the claim, but it must be processed in the first example. (Larry Percy, John R. Rossiter and Richard Elliott, 2001, p. 192)

•  Using Puns

Puns are a way of playing with the meaning and they are often found in advertising. This is especially true of advertising in the UK , where both visual and verbal puns are often found in abundance. Puns do require more work to process and making it easier for the target audience to process the message will facilitate learning. A word can have several meanings and the important thing to remember when using homonyms is to be certain that the intended meaning is the most familiar one for that market.

•  Sentence Structure

The issue of how sentences are put together has a real impact upon how easy it will be to process marketing communication and the likelihood that correct learning will occur. Of course, there can be difficulties when sentence structure becomes more complicated; so, in order to avoid potential problems, things must be kept simple. For example, we know that it is much easier to process and understand active than passive sentences. Researchers have found that passive sentences take longer to process correctly and their understanding tends to be lower.

The form of a sentence itself can also aid message processing. In this case, Myers gives the example of a Mars bar slogan: ‘A Mars a Day Helps You Work Rest and Play'. He points out that this slogan will be memorable primarily because it draws attention to its focus; it establishes a rhythm and it rhymes ‘play' with ‘day'. Also, of course, it echoes the old saying that ‘An apple a day keeps the doctor away'. (Larry Percy, John R. Rossiter and Richard Elliott, 2001, p. 194)

Another possible way sentences can help facilitate processing of a message is by suggesting a personal, face-to-face interaction between the reader or viewer and the advertising. When we use such things as questions or strong declarative statements we imply a certain sense of one person talking to another. An example, which illustrates what has been stated, is this headline: ‘Take the test. Get the answers'; here, the sense of personal address by using a declarative statement helps facilitate processing the message.