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ChangingMinds Blog! > Blog Archive > 02-May-08

Friday 02-May-08

Be a shade braver

'Be a shade braver' is a rather neat byline in a recent advert for hair dye. It works well in several ways. The basic message is to dye your hair not with a dramatic change, as many might view hair dying, but just a bit. In this way they are targeting a new market of people who would not normally think about dying their hair.

In recognition of the concern such people might feel, they simultaneously advise courage whilst reassuring the person that only a little courage is needed -- after all, the colour change is only small. The word 'shade' is neatly used with a double entendre such that the byline makes sense as a sentence, yet gets the 'just a bit -- go on!' message over.

I would guess that this will be a successful campaign, which begs the question of how valuable these few words are. I hope the copywriter gets paid a big bonus!!

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