# Making Copy Trendy / Catchy Within 심의 Limits

> Premise: **the ceiling on wit is set by 의료광고 심의.** If the fun relies on exaggeration, superlatives, inducement, or comparison, it is void.
> Goal: restrained appeal that still catches the eye inside the rules.

## Six techniques that work

### 1. Win with specificity
Drop abstractions ("아름다움") for a concrete scene or object — the concreteness itself feels fresh.
- Flat: "자신감을 드립니다" → Sharp: "거울 보는 시간이 즐거워집니다"

### 2. Borrow the customer's words
Use the exact phrase the target types into a search box or community post as the headline.
- Ex: "표정 관리, 매번 큰맘 먹지 않아도"

### 3. Unexpected frame (reframe/twist)
Bend a familiar idea slightly, without creating a misunderstanding.
- Ex: "주름은 나이가 아니라 표정 습관" (educational reframe)

### 4. Rhythm / parallelism / rhyme
Make it stick through the pleasure of sound: parallel structure, triads, alliteration.
- Caution: never sacrifice meaning for rhyme.

### 5. Restrained humor (keep dignity)
Light but not cheap; never at the cost of the clinic's trust.
- Safe: situational empathy humor ("월요일 아침 눈꺼풀처럼 무거운")
- Risky: appearance-shaming, anxiety-baiting, self-deprecation

### 6. Whitespace and brevity
Don't say everything. Stop at one line and leave the rest to consultation.

## Boundaries — wit that does NOT work
- Appearance-shaming / anxiety-baiting ("이대로 괜찮으세요?" pressure)
- Superlatives dressed as humor ("완벽 변신 실화")
- Inducement-as-fun ("친구 데려오면 개이득") → 심의 / inducement violation
- Neologism / meme overuse → ages fast and is a top 심의-rejection cause
- Dignity-damaging or provocative gags

## Wit intensity by channel
| Channel | Wit allowance | Note |
|---------|---------------|------|
| Instagram | High (still 심의) | Focus on the first-line hook |
| Blog / homepage | Medium | Educational tone first; wit at the subhead level |
| 카플친 / 알림톡 | Low | Warm, thank-you tone; no heavy gags |
| In-clinic POP | Medium | One catchy line, understood instantly |
| Search ad | Low | Clarity and compliance first |

## Self-check questions
- Does this joke create a misunderstanding (effect / safety)?
- Is any inducement (economic-benefit emphasis) mixed in?
- Will it still be fresh in 6 months (not meme-dependent)?
- Does it read cleanly aloud, with no stumble?