David&Goliath USA has conjured up an ad for Monte Carlo Resort & Casino that will please even the most unintellectual of people on this planet. With the slogan, "Unpretentiously luxurious," the ads feature phrases spelled phonetically rather than correctly.
This ad basically sums up that you don't have to be the sharpest tool in the box to be smart enough to book an enjoyably luxurious vacation.
Implications - There is an abundance of slang that has developed through the popularization of online communities. Companies that can tap into these references that have become popular in mass culture -- such as LOL and OMG -- can incorporate them into their branding and marketing schemes in order to appeal to Internet-friendly audiences.
Why This Trend Is Growing
- Pop Culture Slang
- Brands can leverage popular online slang, like LOL and OMG, to connect with Internet-savvy audiences.
- Phonetic Spelling
- Using phonetic spelling in advertising can resonate with a broader audience, including those who may not be highly educated.
- Luxury for the Masses
- Offering affordable luxury experiences can attract a wider range of consumers.
Industries Being Reshaped
- Hospitality
- Hotels and resorts can incorporate phonetic spelling and popular online slang to market affordable luxury packages to a broader customer base.
- Fashion
- Fashion brands can use phonetic spelling and pop culture slang in their marketing campaigns to make luxury more accessible to a wider audience.
- Advertising and Marketing
- Ad agencies can explore the use of phonetic spelling and popular online slang to create disruptive campaigns that connect with diverse consumer segments.
