It's always a struggle to make ad copy short and snappy. Words need to roll off the tongue and stick in the mind. Ideally a phrase (a.k.a.: a slogan, a tag-line, an inspiring proposition, an ear worm, a one-liner) is rhythmic to some degree or memorable by some other  literary device.

So what happens if you have to use this word in a campaign:

Thankfully you never will. Germany has removed its longest word from its dictionary because the law that required it has been lifted. The word translates as the "law for the delegation of monitoring beef labelling." Read more about this beefy word.

Speaking of translating, did you know that when English is translated intro French, 10–15% more space is required to accommodate the French language?

Dealing with long words and copy can be tough, but there are lots of ways to be creative about it. A few ideas on that:
• stay focused on the most important message
• look for metaphors that might replace words like "Rindfleischetikettierungsüberwachungsaufgabenübertragungsgesetz"
• give your audience the benefit of the doubt that they are smart enough to fill in the gaps
• you might even be able to get away with compromising grammar.

Do you have other tips and tricks? Favourite long word?

 

Be the first to comment




Most Read Articles

Strong brands demand higher prices

I am a fly fisherman. I’ve put in my 10,000 hours of reading, learning, practicing and… Read more

Strong Brands Raise Brand Advocates

Brand advocates are highly satisfied customers. They talk well of you and your brand, product or… Read more

Aspirational vs. Actual Brand Articulation

When I was young I remember always being asked “what do you want to be when… Read more