How to Stimulate the 5 Senses of a Filipino Consumer
Posted on July 11th, 2009
Using convincing descriptions is the key to effective copywriting. This makes the Filipino customers think that an advertisement of your product is already a part of their lives. To personalize a product and give its meaning, a copywriter uses abundant adjectives and phrases. Copywrites that has become successful uses descriptor that stimulates the five senses of the consumers- sense of touch, smell, taste, sight, and hearing.
Though consumers can not have a first hand experience of your product being advertised, they can still hear or see it. This is the simple reason why a copy must stimulate the five senses of your consumer. Allowing the consumer to see the product, hear it, smell it, taste it, and touch it in their subconscious mind as if they really have the product at hand is what an effective copy does. The responsibility of a copywriter is to stimulate the five senses of their customer by creating the user experience.
The use of fairly common descriptive words can provide a huge difference in terms of stimulating a consumer’s sense. Comparing two advertisements: “A Taste of a Japanese Restaurant that creates appetizing meals†and “At a Taste of Japanese Restaurant, you are going to a treat of a mouth-watering entrees and decadent desserts. Reading the latter advertisement would make you want more to experience its offering. The second example also creates a sensory experience, making it more interesting than the first one. This was made possible by stimulating the sense of sight and taste with the addition of descriptive words
In times that you will be engaging to gaps due to the medium being used for the advertisement, the gaps should be filled by the copy. Though, not all senses should be stimulated, just focus on the strongest sense that will have a big impact on your advertisement base on the target audience, the medium used and the objective of each specific ad. The most convincing sensory experience for the clients should be created through a short copy with the best message about your product or service.
