Eight of the most hackneyed tricks Bashny.Net

How to finish, I would say.

1. A solid sign and other pre-revolutionary "Yati».
Want to call a taxi freighter "Gazelkin" - God will judge. But do not Gazelkin. Kommersant newspaper founded in the early 90's, was another time. XXI century in the yard. The worst example - a network of shops ObuvѢ Petersburg. There at the end if the hard sign, but rather a "yat". And all this instead of the soft sign. Read the name "Shoes".





Chaykof.



2. Latin Cyrillic
Like "DERZHIS" or "MaSterPRINT". Reception looked fresh five years ago. Now it is incredibly well-worn and smells teen creativity. Especially like the fellow PR man that the English abbreviation PR «beats" with Russian prefix "pro". Love to write "PROdvizhenie" or "PRoekt." Let's have already been identified: or Cyrillic or Latin.



Hold



Cliffs.



3. Verbose pathos
In Russia still ongoing while mediocre slogans, composed of completely erased the words - "assurance", "quality", "low prices", "taste", "feel" and others. The most doubtful of them was devoted to a special review. It also included the absurd slogan "New aspects of infinity", "Build a warm soul Future" and "Feel a sense of purity," which are the apotheosis of sophisticated attempts copywriters come up with new variations on the theme of infinity, and future experiences.

Modern people do not have time to read long texts, especially if they do not carry meaning. A recent example: The value of life is often reflected in lifestyle; in a way of private, independent high quality to pursue the perfection of life. This copyright to advertising Chinese wine. Dude, it's just the wine! Tell us what it's like its taste, what feature of Chinese wine, a place where the grape harvest. It would be interesting to read a wine lover. Why this mindless mantra of English words?

4. Chief meaningfully
By analogy with the head physician and chief accountant in Russia appear nightlife GlavKlab and online stores Glavlinza.

Scoop, of course, from our souls do not corrode. But, in my opinion, the bulk solvent consumers - it has long been not those who are nostalgic for it.



Glavstroy.



Glavstart.



Glavklub.



Glavlinza.



5. The whole world in one stall
Multivalued word "peace" is perhaps the most frequently encountered in the names of small and large Russian stores, forming often quite ridiculous phrases with elusive meaning.

In addition to numerous theater "Mir", Prospekt Mira in different cities of Russia, home appliance chain stores "Mir" TV and Radio Company "Mir" and other "peace" organizations in each city there must exist a "Peace plumbing" and "World of doors." < br />
This usually homegrown copyright, which occurs without the participation of advertising agencies. It is based on a subconscious desire to reach their business business universe, even if until their sphere of influence extends to one lane. Every fourth sign in Russia starts with the word "peace».



World of shoes.



World sausages



World of welding.



6. Elite Russian naming
Following the ambiguous words "peace", the most frequent in the names of small and large Russian shops, a favorite word of provincial advertising is mysterious and alluring adjective "elite". Wanting to distinguish the goods of a number of others like him, and to allow the user to join the "top" every Russian dealer and manufacturer seeks to assign its products, ranging from cottage settlements and ending with semolina, the prestigious title of the elite.



Clothing.



Massage.



7. Familiarity
With imagination at Russian entrepreneurs, small, medium and large, still pretty bad, and therefore in the country every day there are brands Natyazhnoff, Opohmeloff, Myasoff and even Tapkiny and slippers.



Laptop.



Sober.



8. Lost in Translation
Almost all network agencies most of the profits bring network clients - global brands with solid advertising budgets, which are often bought adaptation of global advertising campaigns, rather than the creation of local. Here is when there are clear examples of absurd adaptations of the central brand messages and meaningless from the point of view of the Russian consumer slogans. "Delight is ready for the future", "Rapture plays for high stakes" and "Delight creates champions." Absolutely senseless and ridiculous slogans, is a random collection of words that does not cut the ear only German brendmenedzhera.



Campaign morning shower gel Axe Rise-Up, launched this year, told the young people about the importance of being alert and attentive in the morning, because at this time and can turn up a pretty girl with prospects continue. In the Russian campaign came without much delay, but with serious modifications in the slogan - instead of a simple and affordable "Wake up and be ready» (Wake Up & Stay Alert) Russian audience was favored by some of our advertising specialists psevdomolodezhny psevdosleng.



Russian version of the slogan of washing powder, manufactured by Henkel, «Once Persil - always Persil» (Persil Washes Whiter) has long been a byword. Localizers or were not familiar with the well-known proverb "One time - not ..." (substitute obscene rhyme), and decided that nobody will think. Very good reason - the Russian mentality does not allow skip past the ears phrase that fits into the framework similar indecent, and plenty of it to mock.

All finished. Source.



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