The Messenger – Part I
During the Greek ancient times, the Kings used the town’s fastest runner in order to get messages across. Hermes was famously known as the ‘Messenger of the Gods’. This sort of a delivery system usually occurred in the event of urgent or crisis situations like – waging a war or sending peace propositions. Territories were created and destroyed by a simple message. Gradually, in the latter years, chariots, dogsleds, homing pigeons, mules were also highly considered as message deliverers over different parts of the world. A message has to be delivered in the most appropriate manner in order for the recipient to comprehend and contemplate.
When it comes to the advertising world, once narrowed down, a copywriter identifies most with the word ‘Messenger’. It is he, who has to architect the approach in order to put forth a message across thousands. Millions sitting at home are the ones who have to understand what an advertisement wants to say. So if the message is not crystal clear, what good is it? Whenever a copywriter has to put something across to the audience, he must first be the audience. He has to live in their skin in order to understand their thought process, feelings and emotions, likes and dislikes, fears and joys, their deepest darkest secrets. Undoubtedly, it does sound bizarre but it is the hard truth. If a copywriter is incapable of thinking as his audience would, delivering an apt advertising message would be unsuccessful. He has to put himself in the shoes of his contemporary customers in order to be on par with their attitudes. The key factor here is to deliver a message that the audience would have an instinct reaction to. For some brands it is not the case of sales-orientation advertisements. Some advertisements are made in order to portray the quality, attitude or personality of the brand eg – Harley Davidson, Mercedes Benz, Rolls Royce and many such brands. A person watching a commercial on T.V. or reading a hoarding on a highway must have an instinct to react upon watching it. Hence, it is important to conceptualize an advertisement that has creates an impact on the ones looking. Who does not recall the famous Amul hoardings while driving or sitting in a local bus? Those guys harness together current scenarios and events occurring and base their advertisement with pun and excitement, yet referring to those incidents.
Hence, creating an advertisement first needs a concept – which trust me is the toughest part! You need to think like the rest of the millions that surround you, in order to effectively communicate your message. Accordingly you execute your entire advertisement or copy. For now, remember one thing – Words are the prime catalyst for a great advertisement, and the most lethal weapon for a copywriter…
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Comments
words are indeed a catalyst for a great advertisement but I would also say that it is only part and parcel of the whole package. The whole package itself would represent the entirety of the advertisement. Including the visual effects along with the persuasive words which were incorporated in the making of the whole set up.
I also agree with your opinion Theresa, but my motive here was to throw light on the essence of copy and the power of words.
This article is a short and sweet one which is written in the best way possible, making the audience actually imagine everything thats written while reading it.