Text

The usage of text is one of the most direct and common methods advertisers employ in advertisements to bring their point across. Words take up the least space in an advertisement so it is the most convenient for advertisers to publish a small advertisement which can also reduce cost. They have the capacity of being very powerful if the appropriate words are included.

The strength of text lies in its flexibility. With 986120 words and counting as part of the English language, there is a wide array of words which the advertiser can choose from to present their product. The same message can be brought across in so many ways with the usage of different words. These variations give the advertiser full reign over exactly what effect his words will create on the different viewers. This control over how the message is brought across and the effect the text chosen can create predicates that the advertiser is given much freedom in packaging his product. Thus with the right words used, optimum efficiency can be attained.

Text can be used to embellish and promote products?effects or qualities explicitly. For example, text allows the specifications of a computer to be spelt out very clearly and this is much simpler as compared to illustrating the same qualities using pictures or other means as words are more specific and can direct the viewer to come to a certain conclusion whereas pictures are more open for interpretation.

Text can also be used to connect with the viewers through the use of terms that people identify with. When people read of such common ideas, they tend to remember them easier, because these common ideas are often encountered in everyday life. This will help achieve sales as the viewer will constantly be reminded of the product and thus there is a greater possibility that the viewer will purchase the product.

Text is commonly used for to spell out aspects of the product that are hard to illustrate. They are also used as taglines so that brands can have a spoken logo. Taglines that are catchy and easy to remember often travel the fastest, making them effective in allowing the viewer to remember the advertisement and in turn remember the product. Thus, text in an advertisement can be used in two ways ?to allow the viewer to remember the product using familiar words or to describe the product in order to persuade the viewer to purchase the particular product.