Five Traits Of Great Writing In Advertising
Many people, including strategists, account executives, brand managers, and CMOs, work together to make a decision on what a brand should say. But how that message is spoken is when writers get the chance to shine.
Like a jeweler, writers have many different tools for a project. Each tool has a specific purpose and can polish dull sentences into sparkling gems.
Here are five tools that have appeared so often, they’ve become traits of great ads.
1) The Double Entendre Is Twice As Nice
When a word or phrase means two things at once — that’s a double entendre. It’s a potent way to create a clever or playful tone.
An example of a tagline with double entendre is Toyota’s Moving Forward. The first meaning is about the vehicle taking you places. The second meaning is about the company’s focus on innovation and sustainability for the future.
