I’m outspoken, my language is broken into a slang / But it’s just a dialect that I select when I hang. -Special Ed
I’ve been thinking about the use of slang and LOLspeak in advertising and have deduced a simple rule. The logic is as follows:
Standard language is a strategy for communication. Slang is a tactical response to linguistic strategy – a way to speak within the space, yet occasionally cloak or subvert your content, creating a space of insider/outsider. Sometimes slang will cross the fence from linguistic tactic to strategy. An example would be the words bling or phat. Once slang, now OED English.
So with that in mind, if an advert aims to use slang within a communications strategy – to sound like the target demo and be edgy – the slang must do one of two things. Either contain code that employs a real insider/outsider barrier or (better yet) truly be subversive. Otherwise it does not achieve the desired effect of being decoded.
Two examples of deft slang use are the Gossip Girls poster that says “OMFG” (ie Oh My F*cking God) and the Akademiks “Read Books, Get Brain” poster (ie Read Books, Get A Bl*wjob). The target demo knows what these posters are saying and that if the copy were written sans slang, the adverts would not pass the censors. Equally important, they know that many passerby are clueless to their code, yet your brand is in the know.
