# Word Expansion Ads Scrabble's Board Game Advertisement Shows One Word Turning into Another By Laura McQuarrie | Published 2014-08-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/board-game-advertisement References: [adsoftheworld](http://adsoftheworld.com/media/print/scrabble_penguin) & [scrabble](http://www.scrabble.com/) This [Scrabble board game advertisement](https://www.trendhunter.com/trends/samsung-ads-gamebreaks) series shows off the power of words, and how one short word can easily become something longer that will earn you more points during a game. In the print ads, Scrabble shows strange looking hybrid objects that have merged together, such as where "pen" has become "penguin" and "cat" has been lengthened to "caterpillar." As well as having the same beginnings, the images are styled to resemble one another too. Without making use of any words or actual Scrabble tiles, this is a clever way for the [board game brand](https://www.trendhunter.com/trends/premier-foods-and-hasbro) to get its message across. While a novice player might start out forming some of the smaller words at first, it's also a clever way to suggest how much a [player's vocabulary can be strengthened](https://www.trendhunter.com/trends/word-search-chase-letters) by playing and learning over time. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 32% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Word Expansion:** Discovering new ways to expand words can lead to innovative gameplay experiences for board game enthusiasts. - **Power of Words:** Exploring the impact of words can create opportunities for brands to communicate their message effectively and creatively. - **Vocabulary Enhancement:** Using gamification to improve vocabulary skills opens up opportunities for educational tools and language learning platforms. ### Where This Applies - **Advertising:** Innovative approaches to visual advertising can capture consumer attention and convey messages with impact. - **Board Games:** The evolution of board games with creative word expansion mechanics can attract and engage players seeking unique gameplay experiences. - **Education:** Developing gamified language learning tools that focus on vocabulary enhancement can offer effective solutions for individuals looking to improve their language skills. ## Related on Trend Hunter - [Mash-Up Board Games](https://www.trendhunter.com/trends/monopoly-scrabble.md) - [Associative Word Games](https://www.trendhunter.com/trends/word-puzzle-connections.md) - [Daily Word Challenges](https://www.trendhunter.com/trends/craftword.md) - [Adult Board Game Campaigns](https://www.trendhunter.com/trends/ageless-innovation-hasbro.md) - [Roguelike Word-Board Games](https://www.trendhunter.com/trends/beyond-words-demo.md) - [Challenging Daily Word Games](https://www.trendhunter.com/trends/word-link.md) - [Vibrant Boardgame-Inspired Slippers](https://www.trendhunter.com/trends/dearfoams-x-hasbro.md) - [Community Board Game Pop-Ups](https://www.trendhunter.com/trends/national-scrabble-day.md) - [Gen Z-Focused Board Games](https://www.trendhunter.com/trends/scrabble-together.md)