Today morning on my way to work my attention was caught by an outdoor sign launching a new institute for computer sciences. The message was in Arabic, still i understood the headline. Now i was asking myself - have my Arabic reading skills improved (being a non-Arab expatriate) that drastically or is it simply the fact that advertising in Kuwait has become that predictable?

Have the world at your fingertips with faster-than-speed-of-light-internet connections, indulge yourself, make it happen with tailor made solutions for your banking needs shop till you drop so you don’t miss any chance to win dream cars, fabulous vacations, dazzling jewellery sets.

The same messages would go for any product and i would not consider it as a prevailing trend in advertising language. Is it that copywriters working in this country are out words and language has reached its limits? Or are agencies and product managers afraid that the message does not get through if it is not communicated in the usual way?

Language is an amazing tool to express creativity and many times it is a word which gets stuck in our mind. So lets’ just do it and dare for more…

posted by: Rotgold

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