- Advertising words and tone & manners learned from the catch copy of iPhone -
No.014｜C.Words｜C-003
Contents｜INDEX
Recent catch copy situation
* For the time being, the catch phrase in this article refers to a concise copy of the title, lead (introduction and abstract), headline, etc., and does not include text such as text, explanation, cautionary notes, and specifications.
Sell! Earn! Buzz! Popular！
It is not uncommon for catch copys to be talked about along with such complaints. Fierce competition for acquisition in the world such as personal commerce, small store EC sites, advertisements for information products, and incentives for affiliates. It's only natural that the quality of the catch phrase will have a big impact on conversions and sales.
A feeling of air surrounding the catch copy
On the other hand, even in the world of corporate copywriting in which I am involved, there are, of course, requests for conversions and sales. In addition, appeal, effectiveness, persuasiveness, trend, tone, dignity, atmosphere of the world, and not only catch phrase, but also multifaceted consideration is required for each word, which is a tough world.
Recently catch copy situation
Recently, compliance and diversity have become more conscious, and when copying corporate projects, we have to be particularly sensitive to the atmosphere of the world. The stimulating expression is rounded so that the corners are not sharp, but the numbers are sought properly. Well, of course, it is the current catch phrase situation that requires more and more complicated consideration.
Trends in catchphrases for corporate projects
Perhaps because of these circumstances, I've always felt that there is a tendency for words that are often used (favored) in catchphrases for corporate projects. Since it's a big deal, I've listed a few words that look like modern corporate projects, either katakana or hiragana. What kind of reference is that.
Words often used in corporate catchp copys
Katakana often used in catch copys
Scene: For background, scene, and psychological appeal when using.
Style: For appealing tastes, tastes, ways of thinking, principles.
Smart: To promote efficiency and rationality.
Smooth: To promote smoothness, convenience, and convenience.
Solution: To promote measures such as improvement, improvement, and solution.
Total: To promote comprehensiveness, inclusiveness, and overall feeling.
Plus: For increasing, adding, adding, and appealing for additions.
Premium: For appealing high quality, special feeling, and limited feeling.
Life: For appealing daily life, way of life, future potential, etc.
One stop: For appealing a sense of aggregation, cross-cutting, and unification.
※Order of the Japanese syllabary
Words that cannot be translated into other katakana (scene = cut / smart = clever, sharp, stylish). Words (style / life) that are difficult to translate in other katakana. In any case, these are all easy-to-use words that are often used in catchphrases for corporate projects that want to appeal to that area.
Hiragana often used in catch copys
You: To appeal your feelings.
Random: To promote efficiency and rationality.
Easy: To promote convenience and convenience.
Variety: For the appeal of versatility, versatility, and diversity.
Forever: For permanent, continuous and long-term appeal.
All: To promote comprehensiveness, inclusiveness, and overall feeling.
Lots: To appeal for fulfillment, abundance, and abundance.
Special: For appealing high quality, special feeling, and limited feeling.
What: To appeal unconditional feeling, unlimited feeling, infinite feeling.
More: For increase, addition, addition, appeal of addition.
※Order of the Japanese syllabary
Words that are commonly written in hiragana (you / all / many / special / what / more). Words that are often written in katakana (easy). Words that are sometimes written in Kanji (leave it to me / easy / various). All three are words that are often used in catchphrases for corporate projects.
Don't you need an exciting catch copy anymore?
Words that are pleasant to the ear are preferred
The words mentioned above are limited to the projects that we were involved in, but they are preferred in the catch copy of corporate projects, and only the words that were actually adopted. Nowadays, stimulating words are avoided, and soft, gentle, and polite words are more and more preferred. If you are told not to use these words, hmm, just imagining them makes me chill.
Is the iPhone catch copy exciting?
However, since it is a project that requires peace of mind and honesty, there may be many words that are pleasant to the ear. "Then, there are many exciting words if it's a catch copy for a product with momentum, right?" surely. Then, if it is " iPhone13 Pro " like the representative of momentum, it may be a good example as a consideration of catch phrase.
* For consideration of catch copy (definition of citation)
The master-slave relationship is clear (clarity)
The quoted part is clearly distinguished from others (clear distinction)
Need to quote (necessity)
The source is clearly stated (source)
Do not modify
All citations in this article are taken from the official website after satisfying the conditions 1 to 5 above.
From " 3 What are the rules and conditions of citation " / Top Coat International Law Office (Please refer to the good articles)
Catch copy of iPhone13 Pro
Study iPhone catch copy
If you think of it as a catch copy for the iPhone 13 Pro, you might think of "Everything is a professional" marked with a red line on the official website's top, but I can't say anything with this alone, so this article will follow. Then, the target is expanded to the word = text set such as the text part, and the definition is as follows.
* Targets are titles, leads (introduction sentences and abstracts), headlines, texts, and other words = texts.
* Character count is a simple character search on the browser on the official product top page (product overview).
* In addition, if the proper noun and context are different, the characters of specs, annotations, and header footers are not counted.
Based on the above premise, let's study the catch phrase (similar text) of iPhone13 Pro, focusing on the above-mentioned "Katakana, Hiragana often used in catch phrase" (in the case I was involved in in recent years).
Katakana used on iPhone 13 Pro
*1 Excluding "smartphones" and unique function names
*2 Excluding "plastic"
Among them, many "scenes" and "styles" are words that are used quite often in other corporate projects. On the other hand, "Plus" and "Life", which are also frequently used, have never been used, which is quite surprising. By the way, "solutions" and "one-stop", which were used less frequently, may be more suitable for service-related projects than product-related projects.
The othres katakana of the catch copy of iPhone 13 Pro used other than the above.
* Reference only because it is related to camera performance
Except for the "focus" and "details" that are unique to high-performance cameras, there are words that appeal for improvement such as "level," "up," and "speed" in terms of catch phrase. On the other hand, there are surprisingly few iPhone-like strengths and creative words such as "powerful," "creative," and "lead."
Hiragana / Kanji used in iPhone13 Pro
You: 22times
Random: 0times
Easy: 4times (easy)
Various: 5times (various)
All the time: once
All: 17times
Lots: 3times
Special: 0times
What: 4times
More: 4times
"You" is the most frequently used hiragana
"You", which is often used by companies, products, and services, is particularly frequently used on the iPhone 13 Pro. On the other hand, "everything", which tends to be shunned as a risk hedge in corporate projects because it requires a refusal or comment (so called guard wording), is a sign of self-confidence or is used in large numbers. "Easy" and "various" that represent the characteristics of the iPhone are also scattered.
The others hiragana / kanji of the catch copy of iPhone13 Pro used other than the above.
Maximum: 28times (means, fastest, maximum, maximum, minimum, shortest, optimal and most.)
New: 19times (new, new dimension, renewal, and new appearance.)
Can: 16times
From: 14times
More: 11times
Change: 11times (change / change / change / change, etc.)
World: 5times
Further: 4times (excluding "more details")
More: 4times
Demonstration: 4times
At all: 3times
Anytime: 3times
Astonishing: 3times
Charm: 3times
Evolution: 2times
Clever: 2times
Everything: 1time
Extremely: 1time
Never before: 1time
Preference: 1time
Dramatic: 1time
Bring: 1time
In terms of catch copy, many words using "most", "new", "more", "more", and "odd" that appeal to the highest level, innovation, and improvement have appeared. Words that appeal for high functionality are lined up, such as "more," "more," "demonstrate," "amazing," "evolution," and "dramatic." "Everything" and "bring" are familiar words in catch copy.
Emotional and functional
What is an iPhone-like catch copy?
So far, I've focused on one word or a single word, that is, a word, but once again, one sentence, one phrase, one phrase, that is, a catch that makes you feel like a so-called iPhone, not a word. Some of the copies are listed below.
01 ) Oh!
02 ) Masterpieces are born at night.
03 ) The focus switches. A drama is born.
04 ) Innumerable technologies hidden in one shot.
05 ) The game accelerates.
06 ) A15 Bionic is the result of years of collaboration.
07 ) More together. More crazy.
08 ) Pack your iPhone with fun.
09 ) If we are together, we will be more active.
10 ) Let's use it together.
How about it, it makes me feel like an Apple, somehow an iPhone. But where and what kind of expression, that is, the tone, makes you feel that way. It's not so much a grammar, but I'll try to classify it from the so-called Tonmana (*1) perspective, which is often conscious of copywriting .
*1 Tonmana [tone and manner] [name]
Tonmana is an abbreviation for tone and manner. Tones are inward (users, senders) that are close to the character setting image such as tone and color tone, while etiquette is outward (users, recipients) that are close to dignified images such as manners and styles. Rules, guidelines, guidelines, and directions from each perspective. A guideline that is used as a standard for branding, design, production, media, etc., including copywriting.
iPhone catch copy classification
01): Exclamation tone
02) 03) 05): A statement (or Dadearu tone)
04) 09): Uninflected word
06): Increasingly
07) 08): Stop particles (case particles)
10): Proposal, advocacy, solicitation
Actually, it's grammatically disjointed, or it's a bit inconsistent for Tonmana, surprisingly. So why do you feel the iPhone and Apple slogans consistently from which catch copy? It seems that all of these are written in Tonmana, which appeals to "emotion".
On the other hand, there are some exceptions to the usage of the words mentioned from the beginning depending on the context, and although they are extracted from the descriptive lead sentences, most of them are written in Tonmana that appeals to "function". I mentioned earlier that it is inconsistent in terms of Tonmana, but in that sense, Tonmana seems to be unified, so I was relieved.
Emotion = emotional. Function = functional. Probably, by arranging the catch phrase with Tonmana considering the balance between the two, it is presumed that it will give an impression like an iPhone and will be conveyed to the reader. Furthermore, emotion = emotional is studded with expressions that have a drama or story.
Emotional x Functional x Story
At first glance, it seems vague to say "tone like an iPhone" , but you can tell from the words on the iPhone13 Pro official website that the background is carefully thought out by the clear rule of Tonmana. Actually, it's a basic point of view, but the basic point is the point of view that the subsections value.
Emotional, Functional, and Sometimes a story.
As I mentioned at the beginning, while trying to be aware of the " words often used in catch copys " that can be felt in the field of modern corporate projects, the emotional, functional, or story-like perspectives that are seen in the iPhone example. If you touch the catch phrase while being aware of it, you may be able to notice something.
When you see advertisements, commercials, sites, or apps for companies and products, let alone write catchphrases yourself, you may be able to produce good quality copies that have never been created before.
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