The illustrated copywriter’s dictionary

Ever wondered what all those words in adverts really mean? Or even dreamt of using them yourself? Our cut-out-and-keep guide to over 50 of the copywriter’s trustiest friends will see you right.

a fraction of det. up to 99.99% of

absorbing adj. perplexing

affordable adj. rubbish; synonyms budget, economical, entry-level, starter, value

at your fingertips phr. following an unbelievably long and laborious process; synonym: at the click of a mouse/button

authentic adj. self-consciously old-fashioned and/or hipster, possibly foreign, probably expensive; synonyms: artisan, craft, hand-made, original, traditional

bespoke adj. of a service, improvised in response to client demands; synonyms: made-to-measure, tailored

can, could aux. v. probably won’t

chunky adj. too big

classic adj. old and boring; synonyms: favourite, proven, timeless, traditional, trusted

compact adj. too small

comtemporary twist n. unconvincing veneer of modernity

delicious adj. edible, or possibly not

dermatologist tested phr. tested pretty much as you’d expect for something you put on your skin

discover vt. buy; vi. shop; synonyms: explore, try

dozens npl. more than 12

enrobed vt. coated, but in a more expensive material

everyday adj. boring

exciting adj. marginally interesting, if you like that sort of thing; synonyms: breathtaking, exhilarating

expert adj. adequately competent; synonyms: professional, responsive, proactive

flexible adj. bafflingly complex; synonym customisable

fragrant adj. with cumin and/or coriander in; synonym: aromatic

fun for all the family phr. fun for children

fun for kids of all ages phr. fun for kids of a very specific age, plus idiotic adults

great adj. fit for purpose; synonyms: fantastic, amazing, tremendous, excellent

high-traffic adj. busy

hundreds npl. more than 100

hypoallergenic adj. dunno, sorry

ideal adj. acceptable

improved adj. meliorated by the smallest possible increment; synonym: enhanced

incredible adj. predictable

indulgent adj. dangerously calorific; synonyms: comforting, generous, naughty but nice

innovative adj. new; synonyms: ground-breaking, next-generation, revolutionary, state-of-the-art

invigorating adj. of a holiday, exhausting; of a toiletry fragrance, sort of fruity or oceany

leading adj. better than some; synonyms bestselling, popular, top

love vt. tolerate

 

luxurious adj. overpriced; synonyms: prestigious, exclusive, sophisticated

mansize adj. male-ego flattering (not literally the same size as a man)

many det. more than one

only adv. of a price, cheap; synonyms: just, as little as

peace of mind n. buyer’s remorse

practical adj. dull; synonym: family

probably adv. possibly

reduced fat phr. increased sugar and/or salt

robust adj. too heavy

romantic adj. cheesy

scrumptious adj. same as delicious, but funkier

serving suggestion n. Photoshop fantasy

slimline adj. flimsy

solution n. product, service

spacious adj. just large enough for human occupancy

story n. brand positioning statement

Calling it a story doesn’t mean it is one… @waitrose #copywriting #storytelling #brandstrategy #creativity pic.twitter.com/tx5hKBiReM

— True & Good (@TrueAndGood) July 18, 2013

stylish adj. for the over-40s

vibrant adj. garish

wholesome adj. tasteless; synonym: healthy