Inside the Mind of a Freelance Copywriter

Why no one gets grammarians to write ad copy

Bob Bly posed an interesting question last week, about grammar and ad copy.

Grammarians, he says, would point out that the word ‘free’ in the term ‘free gift’ is redundant because a gift is, by definition, understood to be free. I think another thing that’s redundant is pointing out that such grammarians are also annoyingly pedantic. It’s also understood.

The word ‘free’ is a recognised eye-catcher and is considered by many to be one of the most powerful words in the advertiser’s toolkit. Far from redundant!

The fact is that there are far more serious grammar rules that get sacrificed in the interest of writing compelling copy. Like using incomplete sentences such as this one. Or this other one. It happens all the time.

Often this deliberate disregard for the very rules so painstakingly drilled into many a young child is necessary to make the writing more interesting, create effect, or simply help it flow.

And yet it drives many a grammarian hopping mad. It’s hardly surprising they don’t get to write ad copy – not even for free!

September 18th, 2006 TrackBack URI