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Entries from November 21st, 2009

How can negative expressions improve advertising?

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In this post I try to spotlight few negative expressions we use in our day to day life and present how they can be linked to the advertising world.

Many of our most important day to day negative expressions might not be as powerful as they are if they were said in positive. Let’s see some examples of expressions associated with high risks: order:, 4:4:“DON’T WALK,” are all difficult to say concisely and powerfully in any positive construct.

It’s interesting that for years incendiary materials were marked “INFLAMMABLE” or “HIGHLY INFLAMMABLE,” perhaps because the wrong negative prefix actually sounded more dire.

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