Our recent article on “coined words and catch phrases” in commercials got requests for a follow-up list of inventive “coinage” designed to make products and services being advertised stand out from the clangorous throng.
So, we sat in front of our TV set again, paying scant attention to the programs we were watching, focusing instead on the many commercials that were aired in the course of several hours.
Once again, we were impressed with the creativity of advertising copywriters, whose new catch phrases sum up, in only a second or two, a product’s top selling—and buying—point!
Like, who could possibly resist buying an inexpensive but exceedingly fragrant brand of soap that’s “buong araw ang bango?” Or a snack bar that you can nibble whenever you feel hungry even if you’re on a diet, because it assures “snacking with no worry?” Or a beauty product that magically enables you to “transform yourself?”
In the kitchen, budget-conscious cooks are assured that an inexpensive flavor enhancer will win plaudits for their dishes, because it’s the “sikretong sahog ng madiskarte!”
Incidentally, the word “diskarte” appears to be a correctly “in” sales pitch for advertisers this year. We’ve also seen it used for a “clear-colored” beverage with the tagline, “klaro ang diskarte.”
Speaking of beverages, another drink’s sales pitch highlights the fact that it offers many variants—“sari-saring flavor.”
Other taglines for beverages include “sarap punch,” “creamylicious,” “thirst for more,” “lakas sarap,” “taste the classic” and “stubbornly refreshing.”
Aside from specific taglines, we notice that some sales pitches are anchored on basic plus points that viewer-buyers prefer—like products that are cheap (“5 pesos lang), the latest innovation (“bagung bago”), unusually generous (“up to 95 percent more”), preferred by experts (“eight out of 10 doctors recommend”), of “endless” value (“love the softness forever”)
can be used by more members of the family (“triple sachet”)—etc.
Other catchy taglines: “linis kinis,” “alagang inside out,” “lakas sagad” and “buong-buong hagod.”
Then, there are the “scientific” names specifically coined for medical products’ “potent” elements or beneficial processes—like “oxyfusion” and “highest level of DHA for child growth.”
On the other hand, there are some product blurbs that mean well, but strike a slightly “off” note—like “wallow in its creamy goodness.”
There are many things we like to do with a delish beverage—but, not being a carabao, to wallow in it is not one of them….