What's the current mood of advertising?
If you said, ‘annoying urban blight’, you’d be right.
But they’ve got more in common than your average punter will ever give a s**t about.
This one’s for you, marketers.
I spent an afternoon recording as many poster ads as I could before analysing their mood, grammar, and style.
?
This is just for fun.
Patterns emerged, but the summaries won’t tell you what makes an advert any good or successful.
I’d need to analyse about ten times as many adverts as I did, then I'd need to look at the sales figures and eavesdrop on every conversation in the country to get an idea.
I don’t know whether the commonalities are the result of similar thinking among creative directors and copywriters (or whoever was behind them), luck, or the collective subconscious thinking the same way.
The summaries don’t consider design – and many of the ads rely on the photos, artwork, colours, and fonts to catch the eyes of would-be punters.
Some ads are just one line, others are two or more. Most have some auxiliary-but-important copy on the side or at the bottom.
I picked the main line of the advert for most of them, but some of them needed their secondary line, which I included to give you a better picture of the ad – seeing as I’m not sharing photos of them.
Also, in a few of them, there were two lines that you could say were two headlines. Or, you might say one was a headline and one a secondary line. And then some people will say the secondary line should've the main line.
Things are never simple.
I’ve done this sort of thing for fun for years, but I need to start sharing things. You could call this an offshoot of Vikki Ross and Dave Dye’s Copy Safari, and a brilliant analysis of company taglines/slogans called The Greatest Copy Shot Ever Written.
Someone called Nick Padmore wrote that in 2008. It's fab. If you like that sort of thing.
I used most of Nick’s methodology here, too.
So, kudos to Nick.
Where were the ads?
Ads I didn't include
Brands spotted
What did I analyse?
Did I cheat?
Yes. But it doesn't make any difference.
I applied a mood to some ads that were missing a verb, thus grammatically incomplete, and technically unable to emit a mood.
I decided...
What are the rhetorical devices?
There are a few more but these are the most common – and some of these common ones aren’t that common anymore in OOH ads.
Right, here they are. Finally!
Please… just try to enjoy them.
Amex – tube station
This cheeky takeaway wasn’t paid for with points.
This cheeky takeaway was.
Don’t change what you order, just how you pay.
Summary
Words = 12
Mood = declarative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = parallelism + allusion
Tagline = yes
Comment: I feel bad saying this, but I don’t like any of these Amex ads. Luckily, no one will read this, so no offence taken.
Uber – standard billboard
Have you ever eaten food?
Or gone to… a place.
Summary
Words = 10
Mood = interrogative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = parallelism
Tagline = no
Comment: Speechless
eBay – standard billboard
Up to 50% off with refurbished tech.
Deals that don’t cost the earth.
Summary
Words = 13
Mood = declarative*
Complete sentence = no
Spelling oddities = no
Rhetorical device = polysemy + allusion
Tagline = no
Comment: Boring poster. But also... I wrote almost exactly the same line! (mine = construction that doesn't cost the earth)
PG Tips – bus stop
Try new PG Tips
Perfection but faster
Our best ever taste. In 60 seconds.
Summary
Words = 3
Mood = none
Complete sentence = no
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: This ad is bloody everywhere at the moment ~sips Yorkshire Tea~
Western Union – bus livery
Cheap as chips money transfers
Summary
Words = 5
Mood = declarative*
Complete sentence = no
Spelling oddities = no
Rhetorical device = allusion
Tagline = no
Comment: How much are chips now?
Wizz Air – standard billboard
Smiles apart
We have the friendliest, sunniest crews in the sky
Summary
Words = 2
Mood = declarative
Complete sentence = no
Spelling oddities = no
Rhetorical device = wordplay/polysemy
Tagline = no
Comment: I prefer cheap airplane seats to the dentist’s chair.
OVO energy – standard billboard
Summary
No heating?
No cover?
No sweat.
Summary
Words = 6
Mood = interrogative
Complete sentence = no
Spelling oddities = no
Rhetorical device = list of three + repetition
Tagline = no
Comment: Got Amy Winehouse in my head now.
Tesco (Whoosh) – tube train
Rain fizzled your sizzle? (this one is from the summer)
Summary
Words = 4
Mood = interrogative
Complete sentence = no
Spelling oddities = yes
Rhetorical device = onomatopoeia + rhyming
Tagline = no
Comment = Tesco always delivers.
British Gas – standard billboard
Time to shine
Summary
Words = 2
Mood = imperative
Complete sentence = no
Spelling oddities = no
Rhetorical device = polysemy
Tagline = no
Comment: Their Sunday discount ads. They took common phrases and applied them to activities that need energy. Some ideas, like this one, the current eBay ones, the Hiscox ones, the Chip ones, the Bumble ones, and the BA ones are campaign ideas because the format/theme can make lots of ads that do the same thing with different copy.
Badger Beer – tube station
Unbeatable since 1777
Summary
Words = 3
Mood = none
Complete sentence = no
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: First time I’ve heard of Badger Beer since 1982.
Hisense – tube station
You’ll spend years watching it
Don’t regret what you paid for
Summary
Words = 11
Mood = imperative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = comparison (correct me if I’m wrong here because I’m not certain)
Tagline = yes
Comment: Do I need a TV Hisense for this?
BlueIron – tube station
A wildly different kind of iron supplement
Our wild Nordic blueberries are harvested by hand in the Finnish wilderness for their unique flavour. With our micro-encapsulated formula, BlueIron is a tasty, gentle and effective source of iron.
Summary
Words = 7
Mood = declarative
Complete sentence = no
Spelling oddities = no
Rhetorical device = polysemy (wildly different)/hyperbole (wildly different)/comparison (wildly different)
Tagline = no
Comment: Best viewed somewhere between Chelsea and West Ham. I like the copy below but I always think the word ‘unique’ is used when the reason why it is (allegedly) can’t be explained.
Floradix – tube station
Tired of being tired?
Summary
Words = 4
Mood = interrogative
Complete sentence = no
Spelling oddities = no
Rhetorical device = parallelism
Tagline = no
Comment: Are you tired of seeing this ad? Been around forever, this one. Simple and effective.
This (vegan meat) – tube station
This is kind of a pig deal
Summary
Words = 7
Mood = declarative
Complete sentence = no
Spelling oddities = no (puns don’t count)
Rhetorical device = wordplay/polysemy
Tagline = no
Comment: Average pun but I like the ad.
Fluus – bus stop
About flushing time
Summary
Words = 3
Mood = declarative/exclamatory
Complete sentence = no
Spelling oddities = no
Rhetorical device = wordplay/polysemy
Tagline = no
Comment: Puns are ten a penny these days (always have been), but this one gets the message across well imo. I almost immediately worked out what the product was and why it was different (as a man, too). Well done, Mother.
Monday.com – tube train
See it,
Streamline it,
Sorted
Summary
Words = 5
Mood = imperative
Complete sentence = no
Spelling oddities = no
Rhetorical device = parody/alliteration/asyndeton/repetition/list of three/possibly even colloquialism nowadays
Tagline = no
Comment: An obvious spoof of the ubiquitous TfL announcement. Seems well received from people I know but I don’t know. I think the plain artwork puts me off. Thrill me.
Tide – tube train
Tide means business
We understand business. It’s all we do.
Business accounts for ambitions of every size.
Summary
Words = 3
Mood = declarative
Complete sentence = no
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: I wrote the same thing for something else once so I hate it.
Vicks – tube train
Feel the arctic air
With cooling menthol
Summary
Words = 4
Mood = imperative
Complete sentence = no
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: Sounds cold, and my voice box doesn’t need cooling. Breathe easier through your nose with fresher breath sounds like a better selling point to me.
Etsy – tube train
Etsy has gifts
Personalised clutch
???????????????????????? Handy price
Summary
Words = 3
Mood = declarative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = none (can't tell if there's a pun in there)
Tagline = no
Comment: David has nothing to say.
领英推荐
TicketMaster – tube train
It all starts here.
Never miss a moment.
Summary
Words = 4
Mood = declarative
Complete sentence = no
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: I mean, yeah, I guess it does start at TM, sometimes.
Tenzing – standard billboard
Life’s too good for bad energy
Summary
Words = 6
Mood = declarative
Complete sentence = yes (the contraction renders it incomplete, but I think that’s nonsense)
Spelling oddities = no
Rhetorical device = aphorism/metaphor/polysemy (it’s a nod to low quality, unhealthy energy drinks and a truism about general bad energy from people)
Tagline = no
Comment: By Gen Z, for Gen Z. Probs.
Knight Frank – taxi livery
We’re here for where life takes you
Summary
Words = 7
Mood = declarative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: Standard statement with a standard emotional spin
Pear – bus
Single? Join the world’s biggest social experiment.
Summary
Words = 7
Mood = imperative
Complete sentence = no
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: Yikes! (intriguing, nonetheless)
Cinch – taxi livery
There’s only one destination for used cars online
Summary
Words = 8
Mood = declarative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = none
Tagline = yes
Comment: Worth a look
Hiscox – bus stop
The CEO (me) had to talk to the Head of IT (me) about the person who clicked that dodgy link (also me).
If your business suffers a cyberattack, Hiscox could help you get back on track.
Summary
Words = 22
Mood = declarative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = humour
Tagline = yes
Comment: A light-hearted approach to a serious problem. It breaks down defences and assuages embarrassment with a ‘we’ve all been there’ gesture. When did Hiscox become so rad?
Hiscox – standard billboard
It was just a little spreadsheet slip up. One teeny, tiny ￡100,000 slip up.
If a client blames you for a mistake, Hiscox could help protect your business.
Summary
Words = 14
Mood = declarative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = humour
Tagline = yes
Comment: See above. Also, the main line sounds like something Homer Simpson would say, and, my word, I love Homer Simpson.
KitKat/Nestle – ?standard billboard
??1% chance
Have a brrreak
Summary
Words = 5
Mood = imperative
Complete sentence = yes (the imperative mood implies ‘you’)
Spelling oddities = yes (huzzah)
Rhetorical device = wordplay
Tagline = yes
Comment: Just noticed you can italicise emojis. Ha. Some of KitKat’s ads are excellent, this one is OK. They find different ways to say or show their slogan, so this one is obvious for winter.
Heinz – tube station
(For its tomato and chilli sauce)
Ridiculously fiery. Ridiculously good.
Summary
Words = 4
Mood = declarative
Complete sentence = no (but, as usual, the ‘it is’ is implied)
Spelling oddities = no
Rhetorical device = repetition/hyperbole/colloquialism
Tagline = no
Comment: Tis no beans ad
Vinterior – tube station
Prove you’re not boring
Summary
Words = 4
Mood = imperative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: Prefer some of the others in a robust campaign.
WorkSpace – tube station
FROM CRUNCHING NUMBERS
TO DESIGNING JEWELLERY
IT ALL HAPPENS AT WORKSPACE
Summary
Words = 11
Mood = declarative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: It’s not clear enough what it is (my guess was right, but I had to Google it). Call me stupid but accessibility and clarity are big issues atm.
Pipedrive – standard billboard
Unlock sales success with Pipedrive CRM
Summary
Words = 6
Mood = imperative
Complete sentence = yes
Spelling oddities = no
Rhetorical device = none
Tagline = yes
Comment: ‘Unlock’ is another popular verb used to begin a sentence. Not sure you're going to get more risqué from a company called Pipedrive (although the innuendos have kicked in).
?
IKEA – tube station
IKEA LAND
Visit IKEA and discover a world of home inspiration, tips and family fun.
Summary
Words = 2
Mood = declarative
Complete sentence = no
Spelling oddities = no
Rhetorical device = none
Tagline = yes
Comment: Oxford commas are so passé now, aren’t they? Wouldn't be seen dead typing one.
Voltarol – tube station
Post leg day waddle?
Release the tension.
Summary
Words = 7
Mood = interrogative followed by imperative
Complete sentence = no
Spelling oddities = no
Rhetorical device = humour
Tagline = no
Comment: I might buy it if the stars (Achus Leguli and Voltarus Posturus) aligned.
JUSTMYLOOK.COM – tube
The best kept beauty secret
Summary
Words = 5
Mood = declarative
Complete sentence = no
Grammatically complete = no
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: Unoriginal but David Ogilvy didn’t like originality.
Sunweb – tube station
Your ski holiday made perfect
Summary
Words = 5
Mood = declarative
Complete sentence = no
Spelling oddities = no
Rhetorical device = none
Tagline = no
Comment: The ‘... made easy/... made simple/... made tasty/etc. etc.’ appendage is overcooked.
Conclusion: bring back spelling oddities!
Before I share the results (unless you counted them all yourself), I want to say something.
Working out the rhetorical devices was tricky.
A few were open to interpretation or a blend.
For example, is a pun also a polysemy?
And if so, should I apply wordplay or polysemy to a pun?
There are varying degrees of pun.
Some just replace a word with a different word that rhymes with it or sounds similar and starts with the same letter.
But others are layered.
Take the advert for Fluus — a company that makes period pads.?
‘About flushing time’ is a pun that replaces the word ‘fucking’ in the phrase ‘about fucking time’ with the word ‘flushing’.
That’s obvious.
You could, in theory, say that to yourself at a toilet — maybe one that took a while to flush — as a throwaway gag.?
But here, it’s also a statement that says you can flush your next period pads down the toilet.
The intrigue invites you to learn why, which is because they’re 100% biodegradable.
So, in that aspect, it has at least two meanings, which you could say is polysemy.
Another problem is that I don’t know what the people behind these were thinking at the time.
What was their intention?
I doubt anyone thought to themselves, “we need a polysemy in a declarative mood”, before they came up with the line.?
Is that pun declarative or exclamatory?
It declares it’s about fucking time something like this was invented, but it’s also an exclamation.
Something you’d just yell out.
Another problem was deciding what's ‘grammatically complete’.
At the very least, a sentence needs a verb.
But we don’t always need a complete sentence to know what something says.
We’re able to fill in the blanks because it’s resembles how people talk to each other.
‘A wildly different kind of iron supplement’ and ‘The wonderful everyday’ aren’t complete sentences.
But they’re grammatically accurate in the sense ‘Supplement kind iron different wildly a of’ isn’t.
One is a statement and we’re able to fill in the blanks because we know or learn what the product is, and that it’s an advert. The other is just noun phrase.
In the end, I decided to go with just 'is it a complete sentence', yes or no.
THE RESULTS
Number of ads: 35
Total number of words: with Hiscox = 234 | without Hiscox = 198
Average word count = with Hiscox = 6.7 words | without Hiscox = 5.7
Mood
Note: Because some ads have two moods, these numbers are for every time they appear.
Declarative: 20 (57%)
Imperative: 9 (26%)
Interrogative: 5 (14%)
Exclamatory: 1 (3%)
None: 2 (6%)
Complete sentences
Yes: 13 (37%)
No: 22 (63%)
Spelling oddities
Rhetorical devices
Tagline included
And there you have it.
Based entirely on this analysis, if you want your advert to fit in and not stand out… be declarative, use 6 words or fewer, don’t use any rhetorical devices, don’t bother with a tagline, and be boring as hell.
Note: the raw numbers are too small for the percentages to really mean anything. If I get the time, I'll analyse 500 ads.
My thoughts
When you think about how many posters go up in London alone, across an entire year, the 35 I’ve reviewed are a fraction of thousands.
Saying that, I’m still surprised with the results.
Most of the ads are a bit boring.
Both copy and artwork.
The Hiscox ones are probably my favourites, and they're the most copy-centric ones.
The IKEA LAND one is fun to look at.
When Dave Trott said 4% of ads are remembered positively, 7% are remembered negatively, and 89% aren’t remembered at all, you can see why.
It’s much easier to criticise than create.
I’ve written more monotonous stuff than any of those.
None of them are bad, but when you think about the potential return of an advert, plus the fact that these things line the walls of every train station and high street in the country, shouldn’t they be more entertaining?
Some rhetorical devices, like metaphors, work better in video or big paragraphs, so you wouldn't expect many on a poster.
But I'd love to see more word play, more onomatopoeia, more coinage, more lipsmackinthirstquenchinacetastinmotivatingoodbuzzincooltalkinhighwalkinfastlivinevergivincoolfizzin’ entertainment.
Final say
Good advertising starts with a good idea.
The copy should just express the idea in the right way.
In a lot of the ads I looked at, it was the artwork that caught my attention first... OK, that’s a white lie because I was actively looking for adverts... but that's usually the case for most people.
You’d expect that, too. People don’t go to a bus stop or a tube station to read adverts.?
Unlike me ???
Anyway, after eye contact, the text might be what’s needed to keep them “engaged”, so the copy is important if not crucial.
Take the words out of most marketing and nothing will sell.
Sometimes I wonder if the artwork is too interesting it'll prevent the copy being read.
Advertising copy isn’t great writing. It’s just a few words.
Not that it’s an easy thing to do.?
But like Nick said in his Copy Shot article, it’s doesn’t take an Einstein to come up with ‘Got milk’, nor any of the copy in this presentation.
To be a great copywriter, you have to have good ideas.
That's the hardest part of it all.
Finding a connection between the product and something else to create something new or unexpected.
And to have those good ideas, you need to know a lot about life.
History, geography, politics, technology, inventors, writers, actors, philosophers, directors, films, books, video games, poets, wine, sayings/expressions/idioms...
Copy is the text to little ideas that a few people in a marketing team or an agency decided would get the message across in a memorable way.
Do it well and you’ve got a chance of making a sale later on or cementing your brand in customers’ minds.
If it’s really good, it might even go viral or make you famous, which means you get that much-coveted free media.
Or, you’ve got the money to advertise incessantly, then the better chance you have of that, no matter what you say ;)