Part of the job as a Creative Marketer is to make a brand stand out.
Sometimes this involves an interesting play on words or even the
creation of words, sometimes combining them (a “portmanteau”), in order
to explain a brand new concept.
Not sure what a portmanteau is? Quire has you covered! –
Here are some to jog your memory:
Breakfast + Lunch = Brunch
Jeans + Leggings = Jeggings
Lion + Tiger = Liger
So, now that we’re all on the same page, let’s delve into the world of
advertising portmanteaus that sometimes create confusion, lols, approval
and even in some cases, disgust.
However, it should go without
saying, but we’re still going to have to say it – as ridiculous as some
of these sound, they’ve sometimes been the make or break factor to put
brands back on top.
1. Marketing + Architecture = Marketecture or Marchitecture
The term is applied to any form of electronic architecture perceived to
have been produced purely for marketing reasons. It may be used by a
vendor to place itself in such a way as to promote all their strongest
abilities whilst simultaneously masking their weaknesses.
2. Education + Entertainment = Edutainment
Used as a noun, this was first created for marketing purposes in the
1980s to describe and change the cultural mindset of the negativities
toward video game usage, television programmes, or other material,
intended to be both educational and enjoyable.
3. (Originally) Book + Article, (adapted for modern day) Blog + Article = Barticle
Its original creation referred to an article that became a book, but should just have stayed an article.
Its modern, adapted reference is to a blog post that reads as an article for all intents and purposes.
4. Stay + Vacation = Staycation
With reference to a period in which an individual or family stays at
home and participates in leisure activities within driving distance of
their home. Some staycationers also like to follow a set of rules, such
as setting a start and end date, planning ahead, and avoiding routine,
with the goal of creating the feel of a traditional vacation.
5. Consulting + Agency = Cagency
A very recently coined term (2018) that addresses the changing nature
and need of industry both with agencies as well as customers seeking
6. Web + Log = Blog
Did you know that? We needn’t say more about this.
7. Video + Blog = Vlog
A blog that’s all about video! Cue the rise of Youtube!
8. Blog/ Vlog + Sphere = Blogosphere
Originally used in 1999 as a joke, it was officially introduced into
the English Language in 2002. The term implies that blogs exist together
as a connected community (or as a collection of connected communities)
or as a social networking service in which everyday authors can publish
their opinions. Since the term has been coined, it has been referenced
in a number of media and is also used to refer to the Internet.
9. Blog + Celebrity = Blogebrity
A type of online celebrity made famous through their blogging activities.
Blogebrities can be ranked based on popularity and influence and, like
actual celebrities, can even be categorized as A-List down to D-List
based on these metrics.
10. Mass + Prestige = Masstige
Masstige refers to prestigious products designed to be sold to the
masses. This concept has, as of recent been taken on by several luxury
car brands, fashion brands and even hotel brands. The allure of Masstige
products is that unlike luxury goods that thrive on rarity and
exclusivity, fairly luxurious products are now available to the masses
at a somewhat affordable rate.
11. List + Article = Listicle
A listicle is used as either a list disguised as an article or an
article disguised as a list. This new form of information dissemination,
was created to combat short attention spans and has become a common
feature in online magazines and blogs.
12. Advertisement + Editorial = Advertorial
There’s just too much information! Most Colombo based companies are
infamous for placing advertorials, i.e a newspaper or magazine
advertisement that provides information about a product in the style of
an editorial or objective journalistic article.
13. Fiction + Commercial = Fictomercial
Like advertorials, a fictomercial features a somewhat perfect balance
of product placement and entertainment with a (say it all in one
breathe!) great-big-fantastic-backing-story! However, fictomercial rules
are usually set by the commissioning company, generally requesting a
minimum number of times a product name must be mentioned, as well as
strict guidelines for the context in which it can be discussed. Here’s
Quire’s latest favourite fictomercial featuring Martin Freeman for
14. Subversive + Advertising = Subvertising
Subvertising refers to political statements masked as ads that are
often satirical in nature and usually require a second look to
understand the full extent of this subvertising goal.
15. Catvertising = Cats + Advertising
Of course, if you want to get the internet’s attention, you’ve got to
have a cat. We’re not surprised this exists, but we are surprised by the
number of times a cat video has gone on to “break the internet” as they
say. Catvertising, originally started in the form of memes and parody
advertising, but has now gone on to become an effective form of
influencer marketing and product placement. Whether it’s Snoopy the Cat,
Maru, Lil Bub, Colonel Meow or even Grumpy The Cat, the world of
advertising has begun to change, one whisker at a time!