Coming back to what we call as a ‘me too’ copy with a different approach is just like replacing the original copy with its synonyms. It’s observed that many professionals in an advertising agency quite often use thesaurus while writing a copy. The article here is not anti-thesaurus, but the relentless use of thesaurus is good enough to deteriorate the quality of copies rolled out. Many communication professionals think, that thesaurus has made their lives easy while drafting a communication message. But on the contrary it has erased a thin line between two words which are synonymous but might have different meanings. And mind it, the synonyms used does not mean the same all the time and Thesaurus is not the Copy Guru. Synonym means a word having the same or nearly the same meaning as another word or other words in a language. Let’s take an example of the word ‘excellence’, which means ‘superiority’, but the word excellence is synonymous to the words – eminence, excellency, fineness, goodness, greatness, high quality, merit, perfection, purity, quality, superbness, transcendence, virtue, worth, éclat and so on…
Here the word eminence means ‘importance’; the word éclat means ‘style’, virtue means ‘morality’. These all are synonymous to excellence but definitely do not share the same meaning.
Hence, using thesaurus is not advisable to the writers and the copy professionals and even for those proactive servicing professionals who think they can try their hand better on copy writing than a copy writer. Atleast in an advertising agency thesaurus should be banned on account of its misuse. Be it a creative agency or media planning firm, being in the field of communication the right choice of words is a must.
It is very important for a creative agency if a wrong word is used for an artwork, the whole campaign can go for a toss and same is for the media planning, though they don’t churn out creative art works, but a wrong word used in media presentations can ruin the whole media plan and entire work done for it. To use thesaurus you need to be clever and well versed with the meaning of the synonymous words and should study on how they can be used as a substitute word. But in order to avoid the communication flaws it is better not to use thesaurus as an easy mode of word provider, because Thesaurus is not the Copy Guru.