Rapidity

Rapidity refers to those words and images relating to the speed of a product or service.

In most cases, a fast rate of speed is desirable, especially when the product is a means to an end: quick headache relief, fast airline travel, fast food service.

However, in some situations, a slow rate is desirable and appropriate, especially when the product or service is an end in itself: a leisurely ocean cruise, an elaborate restaurant dinner, a spa, a quiet vacation.

Product-centered ads make claims and promises to stress the good qualities of the product: explicitly said in words, or implicitly suggested using words and images.
 

Key Words

If a fast speed is desirable:

accelerate
brisk
expedite
fast, faster, fastest
fast acting
instant
jiffy
prompt, promptness
quick, quickly
rapid, rapidly
ready
rush
speed, speedy
sudden
swift

If a slow speed is desirable:

calm
deliberate
gradual
leisure, leisurely
long lasting
moderate
relax, relaxed
rest, restful
slow
time-released

 

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