In bulleted lists, which is more effective: Characteristics (adjectives) or Attributes (nouns)?

Question

Here is a general example, just to illustrate the difference:

· Reliable

· Efficient

· Versatile

vs.

· Reliability

· Efficiency

· Versatility

Which form, in marketing and advertising, would be considered to be more effective to promote a product?

Answer 1

Usually characteristics or adjectives. Most people respond to short, sweet, easy to understand adjectives that make their life sound

~easier

~cheaper

~better

~prettier

It depends on the product, but most ads should be written so a 7th grader could understand it. Selling a more expensive item or to a tech audience, the nouns would probably be more effective.

Answer 2

I just think it all depends on the context in which you are delivering a message. However, if you're looking at doing an ad in a magazine, newspaper, etc., I don't know if bulleting your text is the best option. For a presentation, yes. For an advertisement, no.

The all-new Honda Accord Coupe comes in one nice, sleek package. All that you want and more!

- Reliable

- Efficient

- Versatile

or

The all-new Honda Accord represents you and everything you stand for.

- Reliability

- Efficiency

- Versatility