When using words, one of the major considerations must be how to achieve the most impact upon your audience. If the words chosen do not have an effect then there really isn't much point in saying or writing them.
At the end of World War II the Allies Powers sent a message to the Japanese demanding surrender. The Japanese responded with the word mokusatsu, which translates as either "to ignore" or "to withhold comment". The Japanese meant that they wished to withhold comment, to discuss and then decide. The Allies translated mokusatsu as the Japanese deciding to ignore the demand for surrender. The Allies therefore ended the war by dropping the bomb and transforming the world we live in forever.
The effect that words can have is incredible: to inform, persuade, hurt or ease pain, end war or start one, kill thousands or even millions of people. They can get your point across, or destroy any hope of your ideas ever being understood. A major element of advertising is the words, which ones and in what order. The following is a discussion of words and how to use them to the greatest effect in advertising.
