Profanity and swear words are a part of people’s every day lingo. Gen Z thrives on it. And they have short fuses – which makes it a fricking deadly combination, if I might say so.
So language with a smattering of swear-words is something that people can understand and even identify with.
But how about using it in marketing?
Should marketers use profanity?
It is true that the use of swear words can influence consumers. They can enhance the attributes of the product and convey the emotion of the speaker with regard to the product.
And with all the use of swear words in everyday life, using it in marketing communication can make you look human. I mean, swearing is genuine and visceral. Absolutely fricking human!
But while profanity can work with some people, it might just be a bit too much for others. Is it worth appealing to one group of people while putting off another one?
The aim of marketing is to attract a wide audience to your brand. And the wider and larger your audience, the longer the list of words that they can be offended by!
Marketing messaging tends to highlight or accentuate an emotion that you as a consumer must be feeling. Do you really want to throw some profanity in to increase that already exaggerated emotion? Is that even a good thing?
While it is perfectly alright to use swear words on the rare occasion it warrants it, by and large, it is better to avoid using it. It depends on the context.
It is just not elegant and can speak volumes about your brand, should it be perceived the wrong way. It depends on your brand. Are you a brand with products that work with beer-drinking, loud, partyers? Swear by all means! But if you are a smooth and silky single malt that pairs with the finest cigars and dark chocolate, please refrain!
It also depends on the audience you are trying to target and attract. Like I said earlier, it is just not worth swearing to attract one group of people, only to put off an entirely different group.
Having said that – if you plan to use profanity just to attract the attention of people, or just for the sake of appearing cool, for heaven’s sake, don’t bloody do it!