Types of Tone in Advertising
The tone of your advertising can make a huge difference in the way it is received by the consumer. You will notice that ads will try to use a more friendly tone to users so that they can be more effective. They will also try to evoke a sense of wellbeing and uplift for the reader.
Use of tenses: If you use third party or passive tense like “we or they”. you will find far less response to your ad. However if a more personal touch like “you” is used in your text you will get a more favorable readership. The tense to avoid is the use of “I” as this takes away from the friendly tone of the ad and will center more on you and less on your reader.
Mood: it is well known that happy people will be more inclined to purchase a product. This is why you will see that most successful ads will have an upbeat atmosphere to them. Visual ads will show people with happy faces and all smiles, especially when they use the product or service. This sense of being happy appeals to many people who are yearning for a little happiness and wellbeing in their lives.
Age group: the age of the market you are targeting will also set the tone of the ad you are running. You may want to project a little attitude for a gaming ad for young adults and teens. The language you use will appeal to your audience and influence them to respond more to your ad. This is often overdone when trying to connect to this audience, which can have a negative affect on the product. If the ad is trying to appeal to business people a different language will be used and the ad will be much more sober. Gender ads will also be different depending on which gender you are trying to impress with the ad.
Products and services: the tone of the ad will also depend on the product you are trying to sell. What will be the result of the consumer using the product or service? This should come across to the reader as positive and a definite improvement to their lives. The images of happy consumers should be created and they should make the reader feel upbeat about the product. Games will reflect the tone of the game and the people who play them. Different foods will appeal to different groups of people.
So when you advertise you should pay attention to the type of tone you are projecting. It will make all the difference to how your ad will be received and the response you will get to the ad. Advertising is expensive so you want to get the most out of your ad. Plan your ad with its tone in mind and you will see the best results and most profits per advertisement. Remember who you are advertising too and what you are advertising and you will be successful in selling your product or service.