Heteronyms Can Wreak Havoc on Advertising Slogans
The farmer teaches his sow to sow.
Ever read a slogan that made you stop and think, “Wait—what‽” (Yes, that was an interrobang. You’re welcome.) Odds are, you stumbled over a heteronym—those sneaky words spelled the same but pronounced differently and mean totally different things.
The Trouble with Heteronyms in Slogans
Heteronyms thrive in chaos—and advertising slogans are their perfect playground.
Limited Context: Slogans are short and snappy, which means there’s no room to clarify what you meant.
Slogans and Headlines: Heteronyms can trip readers up, forcing a mental double-take—and that kills the punch of your message.
First Impressions: If your tagline is confusing, your brand’s intro might fall flat. Not a great start.
Visual vs. Verbal: In print or digital, there are no pronunciation clues. Readers may pick the wrong meaning entirely.
Brand Perception: At best, heteronyms can be confusing. At worst, they make your message sound silly, off-brand, or just plain weird.
Off-Brand Messaging: One wrong pronunciation and your hip new brand sounds like it sells tax prep or adult diapers.
Reduced Engagement: Confused readers don’t click. Or care.
Mixed Messages: If your spokesperson or influencer says it wrong? Uh-oh. Your brand’s message could get twisted into something you didn’t mean.
Viral Backlash: One awkward heteronym, and you could end up as a meme. The wrong kind of viral.
Loss of Authority: Language fails make brands look sloppy. Sloppy doesn’t sell.
Loss of Clarity: If people can’t tell what you’re trying to say, they won’t stick around to figure it out.
Reduced Trust: Constant mispronunciations = “This brand has no idea what it’s doing.”
Negative or Irrelevant Meanings: Some heteronyms mean things you really don’t want your brand associated with.
Humor or Offense: Best case? People laugh at your slogan. Worst case? They’re offended. Either way, not ideal.
Brand Recall: If it’s confusing, it’s forgettable. Simple as that.
Accessibility Issues: Heteronyms already baffle non-native speakers. Don’t make it worse by misusing them in your messaging.
Processing Time: If people have to think too hard, they’ll scroll on by. Brains are lazy.
How to Dodge the Heteronym Trap
Clarify with Visuals or Subtext: A picture is worth a thousand confusing syllables.
Test Slogans: Run your copy past a diverse group before launch. If someone squints and says “Huh?”, rewrite.
Print vs. Audio: What sounds fine in a radio ad may fall flat in a tweet. Check your format.
Bottom line: Choose words that say what you mean. Because when it comes to messaging, ambiguity is the enemy—and heteronyms are the double agents.
Choose words that say what you mean. Because when it comes to messaging, ambiguity is the enemy—and heteronyms are the double agents.
Need Examples?
The bandage was wound around the wound.
The farm was used to produce produce.
The dump was so full that it had to refuse more refuse.
We must polish the Polish furniture.
He could lead if he would get the lead out.
The soldier decided to desert in the desert.
Since there is no time like the present, he thought it was time to present the present.
A bass was painted on the head of the bass drum.
When shot at, the dove dove into the bushes.
I did not object to the object.
The insurance was invalid for the invalid.
There was a row among the oarsmen about how to row.
They were too close to the door to close it.
The buck does funny things when the does are present.
A seamstress and a sewer fell into a sewer line.
To help with planting, the farmer taught his sow to sow.
The wind was too strong to wind the sail.
Upon seeing the tear in the painting, I shed a tear.
I had to subject the subject to a series of tests.
How can I intimate this to my most intimate friend?
She’s content with her content marketing.
