Donald Pittenger writes:

Dear Blowhards --

Ever notice print advertisements where the headline is in the form of those pronunciation guides found in dictionaries? Sorry I can't find an example to display or link to, but what you get looks something like this (if your computer can match mine's symbol set, that is):

I suppose my failing here is that I have an irrational aversion to pronunciation symbols (though, perversely, I use 'em when I need 'em). Sort of like sentence diagramming. Big-time rear-pains when I was in grammar school.

What's more, I can't imagine what the copywriter and art director were thinking when they created advertisements with symbol-strewn headlines.

Did they think the headline could be easily scanned?

Who were they trying to reach?

And who were they trying to impress? -- their Fifth Grade teachers?

Did they ever think it might be a turn-off to oddballs like moi?

Reactions, anyone?

Later,

Donald

Ah, but look at it this way. You noticed the advertisements. That means they're working.

Posted by: Peter on November 29, 2005 09:23 PM

Heh. I wonder if a picture of a diagrammed sentence would prompt readers to stop and puzzlee it out?

Posted by: Brian on November 29, 2005 10:39 PM

I too have been noticing the pronunciation symbol adverts lately. They are usually accompanied by Michael's "nonsense brackets." Heh.

Posted by: Cody on November 29, 2005 11:35 PM

I think they're mainly designed to attract attention. Unfortunately, now they remind me of the college (or high school) essay that begins with "Webster's defines ______ as _____________."

It's a strategy whose time has come and gone.

Posted by: Dave Munger on November 30, 2005 06:40 AM

Related to this is the phenomenon of putting nonsensical umlauts (the two dots) over certain brand names.

Posted by: beloml on November 30, 2005 10:09 AM

Maybe they are there for folks who listen to audio books instead of doing the real thing and picking up one in print....;o)

Posted by: Deb on November 30, 2005 04:43 PM

Hay, hoo sez awdiobook fanz kain't rede?

Posted by: Michael Blowhard on November 30, 2005 04:54 PM

Peter -- Well, getting noticed is an essential step in the advertising-to-sale process. But everything is wasted unless the final step -- eliciting the desired action -- occurs. Yes the ads with those marks get my attention but they are, for me, a total turn-off: no action elicited.

Dave -- Yep. Actually, I grind my teeth when almost any ad or article or whatever throws in a dictionary definition. Generally destroys the reading flow.

beloml -- Since I know some German, the umlaut pain for me is real!

Posted by: Donald Pittenger on November 30, 2005 08:42 PM






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