November 28, 2007PowerPhrase: Minutes away – worlds apart
The Colorado Springs development ad slogan:
- minutes away, worlds apart…
is powerful on a primal level, partly because it’s so short.
It also has something else our primal brains like: contrast. There’s contrast between the closeness – minutes away – and the distance – worlds apart.
If you use short, contrasting phrases in your communication, it will add to the impact of your message.
One caveat: The slogan also reinforces the idea of separation – which is effective as a slogan but is not a concept I like seeing promoted. There is a growing meme of “everyone for himself” and “at least I’ll get mine” that this slogan appeals to and reinforces. I would make this slogan the PowerPhrase and the Poison Phrase this week, but I have another Poison Phrase I want to include.
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Meryl,
Typo in this post Meryl, unless I am not understanding what the word “meme” is. I am assuming you mean “theme”.
Candice Kirts
Comment by Candice Kirts — November 28, 2007 @ 2:26 pm
Actually, the word meme is a new one. You can read about it here. http://en.wikipedia.org/wiki/Meme_%28disambiguation%29
I find the language so limiting for much of what I have to say, and I often find myself using words that aren’t widely known because they say what I want to say. Sometimes I coin words myself. But this time I used a little known one.
Theme would have worked as well, but wouldn’t have had all the meaning of meme.
Thanks for giving me the opportunity to clarify that!
Comment by merylrunion — December 3, 2007 @ 9:03 am