Wednesday, August 30, 2017
by Denfield

Is it time to say goodbye to jargon?

There’s an old adage that goes, ‘If you spoke to people the way advertising speaks to people, they’d punch you in the face.’ While this may be a little extreme, there is, of course, some truth behind it – especially when it comes to the dreaded j-word. Jargon. It’s the thing that makes the advertising world so wonderfully thought-driven, synergistic, and it makes for great engagement. Right?

At Denfield, we’re all about finding fresh and exciting ways to communicate with people, which is why we’re officially calling it: jargon is dead. It began as a way to make something simple seem clever and complex, but it’s become an inescapable part of everyday advertising that simply alienates the audience instead of interesting them.

The danger with using jargon words, particularly in advertising, is the high risk of losing your audience. Using fancy words because you think they make you sound more professional is a fast way to get people to stop paying attention – if they don’t understand what you’re trying to say, they won’t feel like they should listen. This is especially true in the current climate of cynicism that surrounds the commercial world, and it goes back to a time-honoured truth: keep it simple.

If you want to win back the good opinion of the public, you need to ditch the complicated words and get back to the heart of what it is you’re trying to do. Adblocking is one such sign that we advertisers are in serious danger of losing our audience – it’s our job as creative agencies and brands to connect positively with the world around us, not simply fill it up with clichéd nonsense. At Denfield, we pride ourselves on being able to create down-to-earth campaigns that cut through the clutter of the everyday to deliver clear, concise advertising that really stands out. And if that sounds like something you’re passionate about, why not check out our careers page? We’d love to hear from you!