The Copywriter's Toolbox: Personification

Rich Parubrub // July 1, 2011 // Advertising // No Comments

This post is part of a series that examines the different techniques a copywriter can employ when hunting for the ever elusive headline. Think of it as a handy little toolbox to turn to when deadlines loom and the white bull taunts you.

And now for the next chapter in our series that examines the different approaches a copywriter can take when writing headlines. Previous posts covered hyperbole and simile. Today we look at…

Tool #3: Personification

As a figure of speech, personification takes inanimate objects or abstract ideas and gives them human qualities. These qualities can be emotions, sensations or physical characteristics.

In TV commercials, we commonly see products represented as people or characters. Examples include Apple’s Mac vs PC campaign. And this fun video for Epuron.

[youtube=http://www.youtube.com/watch?v=2mTLO2F_ERY]

Headline-wise, Y&R Chicago employed personification to sell Kenmore dishwashers.

Up in Oregon, Johnson Sheen Advertising personified peril to sell Gerber Knives.

Brands want people to relate to the products or ideas in their ads. And since people relate to other people more readily than they do to things, it follows suit to make those objects more human. And more engaging.

So the next time you’re struggling with writing a headline for an ad, consider using personification. Do it well and your ad just might send you a thank you note.