When Do Advertising "Power Words" Work? An Examination of Congruence and Satiation

Arthur J. Kover and William L. James

An experimental study to investigate what is added to print advertisements by the use of `power words' (e.g.

When Do Advertising 'Power Words' Work? An Examination of Congruence and Satiation

Arthur J Kover and William L James

Over the years, copywriters have assembled a small treasury of words which they believe have an almost magical ability to spark consumer attention and interest. Some of these words (we call them 'power words') are:

  • New
  • Improved
  • Free
  • Time-tested
  • Doctor recommended
  • Scientific
  • Miracle
  • Now...

Revered figures such as David Ogilvy (1964) and John Caples (1947) recommended the general use of such power words. And while they wrote some time ago, it appears that advertising people still use them and...

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