As language evolves with culture, certain words are invented or reinvented to accommodate new definitions in the current context of communication. Buzzwords may be uncommon in normal, day-to-day conversations, but they are becoming a staple in advertising. They make it easier to summarize phenomena in the business world, allowing one word to identify a complex idea.
However, as of late, there are concerns about buzzwords being used too frequently. This is because they might lead to confusion and a lack of leadership that stems from being indirect. These words have recently adopted a more politically correct approach to skirt around conversations where directness might have been preferred. They also make the day-to-day dialogue more euphemistic and less raw. This can dehumanize normal situations, placing them in a more formal business setting instead.
On the other hand, there are advantages to using these unique words to describe products and services offered by entrepreneurs. For instance, buzzwords are a great way for a smart SEO company to improve your brand’s identification in the marketplace. Whenever a customer looks for an array of results that can generally lead to your product or service, using a buzzword as an umbrella term in your web page’s tags can help increase the likelihood it will be found during a web search.
Therefore, the impact of buzzwords can vary greatly in the marketing landscape. They need to be used in the right way with correct connotations, intentions, and on the right platform to reach their customer.
New Words, New Connotations
As new words can add to the nuances of conversation, they bring about a different connotation from their root words based off how they have been used in the past or how they are adopted in present dialogue. For instance, you might have heard of the term “ecotourism”. It encapsulates the different dynamics of tourism and conservation into one idea, allowing a new branch of tourism to be advertised to the public by using one word.
Through the years, ecotourism has gained generally positive connotations due to the intention of preserving threatened life or natural locations in your area. But due to irresponsible tourists, there are concerns about how this can potentially damage the environment. This is due to the increase in anthropogenic effects in the area, leading to changes in the ecosystem.
Although there are both optimistic and pessimistic perspectives on this particular buzzword, it is still used in day-to-day conversation. After all, it allows for succinct communication without having to explain the definition of ecotourism to a market that is already aware of its meaning. It also facilitates clearer communication within the industry and outsiders who are aware of the term.
Complicating or Simplifying Communication?
Unfortunately, not everyone might be on board with a developing language. There are always individuals who are stuck in their ways and find themselves resisting change. This means they might become uncomfortable when new terms are thrown around in the office or in the advertising they are exposed to. For these individuals, buzz words complicate normal conversation because they will have to make the effort to learn a new word and its place in their vocabulary.
Conversely, some people prefer buzzwords over an elaborate discussion on the idea behind them. For instance, instead of inserting the full definition of “ecotourism” in a conversation, using that one word to summarize the entire concept makes it easier to communicate other thoughts into the dialogue. Rather than using your time to explain the topic to people who already know what it is, this allows you to add to the conversation.
Marketing to the Customer
Depending on your audience, the language used in the campaigns can vary to a degree of comprehension. Since you know that you will have to communicate your business concept to the public with a limited attention span, buzzwords are effective if you want to maximize the interest they provide to your advertisement. But beware of using words that are too unfamiliar to your customers- they are likely to get lost in the conversation about your brand. Instead of becoming aware of the product or service your company offers, they will lead to confusion and possibly disinterest in the idea you are trying to sell.
Even though buzzwords have different effects in advertising, they are here to stay. The language will continuously evolve to fit the needs of the public and, therefore, so will advertising. Caution should still be exercised before incorporating them into a campaign to avoid unnecessary problems.
