The Purpose Behind the Rise of Bad Grammar in TV Commercials

It is often a source of confusion and frustration for audience members when they encounter non-standard grammar in TV commercials. However, this usage can serve several strategic purposes, and understanding these reasons can help us better appreciate the diverse ways advertisers engage with their viewers.

Relatability

Adopting informal or conversational language in TV commercials can create a more relatable and approachable brand image. This strategy aims to connect with the audience on a personal level, making the brand more accessible to younger demographics who often prefer casual communication. By using colloquial language, brands can break down barriers and foster a sense of community.

Attention-Grabbing

In a crowded advertising landscape, standing out is crucial. Breaking conventional language rules can help commercials catch viewers' attention and make their messages more memorable. Non-standard grammar, when executed well, can be a powerful tool for drawing attention to the product or service being advertised. This approach is particularly effective in a fast-paced media environment where visual and auditory cues must quickly engage the audience.

Cultural Trends

Language is always evolving, and brands often align themselves with these changes. Employing non-standard grammar in commercials can reflect current cultural trends and make the brand feel more in tune with its target audience. This alignment can enhance the brand's relevance and authority, as it demonstrates the brand's ability to stay current and responsive to its consumers' changing preferences.

Brand Identity

Brands often cultivate a specific identity or personality that resonates with their target audience. Using informal or unconventional grammar can be a key part of this identity, making the brand feel more authentic and relatable. For example, an organic food brand might use earthy, colloquial language to emphasize a natural and wholesome image, while a tech company might opt for more straightforward, no-nonsense speech to convey reliability and efficiency.

Humor or Quirkiness

Some commercials leverage incorrect grammar not just for relatability or attention-grabbing, but also for humor or quirkiness. This approach can make the ad more entertaining and engaging, leading to higher viewer retention and sharing. By using wordplay, puns, or other linguistically creative techniques, brands can add an element of playfulness to their advertisements, which can be memorable and shareable on social media.

Real-World Examples

For example, the casual, relatable tone of a car commercial might feature a non-standard sentence such as 'I can haz car?' This kind of phrase deliberately mimics the casual language often used in social media posts and memes, aligning the brand with current cultural trends and making it feel more authentic. Similarly, a beer commercial might feature a line like 'Beer is a good idea.' This non-standard grammar is likely used to evoke a sense of spontaneity and laid-back vivacity, which is often associated with the intended audience of such commercials.

Conclusion

While it may be perplexing for some viewers, the use of bad grammar in TV commercials is often based on a deep understanding of audience behavior and preferences. Advertisers employ these strategies to create relatable, attention-grabbing, and culturally relevant messages. By using these techniques, brands can effectively connect with their audience and make their advertisements more impactful and memorable.