The Value of Words

The defense of language is vital. It is therefore fundamental to have a norm that ads may come to adjust to idiomatic corrections.

Courtesy: graafix.blogspot.com

(MADRID) - The National Federation of Advertising Companies (FNEP) endorsed and signed a norm to perfect Spaniard employment within the various spheres of the Advertising industry. Ángel del Pino, FNEP President, was the one to draft the document.

More than a hundred renowned public figures of the advertising sector defended this initiative by taking action and participation. Through their Federation and the signed norm, advertising companies approved several competences in defense of language.

In the real world we are constantly, consciously, and unconsciously bombed with public ads. Spaniards watch television an estimated of 10 minutes per hour. Today, our media traffics more than 40,000 annual ads. Thus, it may be affirmed that the advertising world has an incredible amount of power, whose consequential potential reach ad campaigns.

Advertising is often thought as the world’s fifth superpower.

The audience (target) suffer a notable impact from the way that the ad is designed. For example, the language used in the ad is of strategic use. Ad creators are constantly searching and using catchy phrases to win over the attention of their target. Their ends justify their means.

The words used tend to not coincide with our common language. Instead, solecism becomes the habit: the aggression against correct syntax and the purity of a language, for example, making grave and intentional grammatical errors. By its constant use, this phenomenon gradually degrades the richness of a language. The defense of language is vital.

It is therefore fundamental to have a norm that ads may come to adjust to idiomatic corrections. Such a norm should also serve as a guiding blueprint for the advertised message and advertising campaigns. With the initiative carried out by FNEP these above suggestions may come to be practiced in the world of advertising. (Translated by Gianna A. Sanchez-Moretti)

Author and journalist Clemente Ferrer Roselló, a prestigious Spanish advertising character, presents a fascinating personal and professional career fully devoted to the world of communication in its varied dimensions. He earned a PhD in Information Sciences from the Universidad Complutense de Madrid, BA in Advertising from the Universidad Autonoma de Barcelona Master in Marketing from the School of Marketing Studies in Madrid.

He has been Associate Professor of Business Management at the Faculty of Economics and Business, University of Navarra and a contributor to the Madrid daily ABC. He also spent several years teaching, both in the Official School of Advertising as the School of Information Sciences at the Complutense University of Madrid. In 1985 he was awarded the Gold Master, granted by the Senior Management Forum and AMPE Prize 1996 to the "long and brilliant career advertising."

You can write to Clemente at this address: clementeferrer3@gmail.com

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