Why I don't get the "kipidap, dongibab" lingo

I was in an elevator when I saw an out-of-home advertisement relaying its messaging in colloquial language “” (keep it up) and “” (don’t give up).

What the advertisement was about, I wasn’t particularly sure, because upon seeing the ad copy, both my colleague and I piped in unison “Eh? ? ?”

From the presentation of the advertisement, we instinctively knew that it was targeted at the youth market segment. Speaking the lingo of the target market makes the messaging of the ad to the intended audience.

Having said that, somehow the advertisement turned us off because we were not particularly impressed by the choice of using colloquial language.

A marketer might argue “yes, but this type of ad sells!” No doubt it will attain the eyeballs the marketing campaign set out for, I will not rebut to that.

What got me thinking was this: While it seems unlikely yet not entirely impossible, what if children saw the ad and start using “, ” in their homework? What’s trending in the popular culture tend to stand out in comparison to what is taught in a lecture which has the tendency to be perceived as boring.

The messaging of the ad will potentially bring about a stronger imprint in a student’s mind if it is endorsed by a brand (through brand association).

When it comes to text communication, I have always made it a point to type the words in full. For one, it makes a good habit and provides clarity in communication whilst misinterpretation.

Sure, occasional use of modern day internet language (or SMS language) in chat messages makes it fun and much more interesting – only if you have more or less mastered the basics of .

The only downside to this? I dare say I am out of touch with the urban and trendiest expression that my younger counterparts are using in their day to day interactions. When it comes to the texting game, I am definitely not a part of the “in” crowd.

Personally, I believe that if you are serious about getting a language right, make it a habit to ensure that you get the basics right – spell out what you have to say.