Poetic Marketing: attracting people using awesome figures of speech


Marketing requires brainwork to direct people’s attention to a company or product in the hopes that they will patronize it. To achieve that, they must have a good impression on something first, so they would remember it long enough to stick into their minds permanently.

That is why marketers work hard to come up with names, slogans and taglines that people appeal to. And in this art, most of them use a certain degree of poetics and wordplay to capture their interest and make it amusing at the same time. Here are some of the literary devices marketers can use:

Ever wondered why Bed, Bath & Beyond, Dunkin Donuts and Shake N’ Bake are named as such? Alliterations are when words are combined to make a consistent sound group, usually starting with the same letters or with similar-sounding syllables. They’re fun, easy to remember, and catchy.

Sometimes products are brought into life by characters which could later on become the mascot (like Ronald McDonald) or even by vague, fictional symbols (like the Android green robot). This creates an alternative way for brands to relate with its audience and it also strengthens recognition.

Onomatopoeia is a word that represents a sound. This is a very popular figure in brand naming because of its short but appealing nature. Think of searching something and then Bing! You’ve found it. Yahoo! Or maybe you when you have something to say, you think like a bird and tweet. What do you call the sound your slippers make? Flip-flop.

Companies use metaphors to convey a message creatively. GEICO (Government Employees Insurance Company) used a metaphor to show how simple and pre-modern their services by saying “it’s so easy even a caveman could do it”. Nike’s “Just Do It” also symbolizes their product as a means for speed, fame or success.

Crest – look ma, no teeth

I think, therefore IBM. – IBM
“It’s Miller time!”
“I love New York.”
“Where’s the beef?” – wendys