MAD DIGITAL


The power of word is undeniable. The written word has historically held more weightage and nobility than the spoken word. Probably because most of the times, the spoken word gets corrupted in an attempt to be politically correct. It is the written word that has been lauded more to preserve thoughts, emotions and ideas that showed new paths to humanity.

But what has it got to do with the corporate world of advertising? One must think and the relevance would seem minimal. But it is not. The relation is as close as spouses’. It is a tagline that works effectively to register a brand in people’s minds. A catchy and influential word or a sentence can prove to be more effective to popularize a product than anything else.

Language is a tricky thing. It must be handled creatively to knit an attractive phrase. Therefore, the content writers must be creative and original in their work. They must possess a pleasant sense of humor, not too pleasant though. Humor, if aptly used, serves best to make an attractive line. They should master the art of playing with words. Creative writers are a valuable asset for any agency as sometimes, the whole popularity of a campaign can be credited to them.

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