Struggling For The Right Word

Imagine how hard copywriters would work if the ads they created became more expensive by the word. Consider the following on real estate classified ads from New York Daily News:

Luxury is out. Old-World Elegance is in.
As the city’s real estate market slows, even the want ads must work harder.
Brokers are freshening up their verbiage and pumping up the volume in newspaper and Internet ads. Luxury is one of the words they’ve dropped from their lexicon.
“It’s so overused that it has lost any sense of meaning,” said Neil Binder, a principal at Bellmarc, a residential brokerage.
Instead, ads say Old World Elegance — which is supposed to make you feel “like you’re royalty,” Binder said.

[via Not Billable]



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.