Seial Entrepreneur

Encyclopedia of Copywriting: Is it appropriate to use Profanity in texts?


We did not have time to deal with the creation of online stores, as a new rubric appeared in time – Encyclopedia of copywriting . In it we will talk about useful tools for copywriters, talk about the complex aspects of their work and try to look at the writing of texts from both the specialist and the customer.

Today we will talk about the place of obscene language in the texts.

Head Hunter company somehow decided to conduct a survey on its website to find out which specialists are most often mothers. Interesting statistics: the “leaders” of the chart were marketing specialists, advertisers and IT specialists. More than 50% of the respondents from these spheres honestly confessed that they were guilty of harsh words at work. And after all they, it is possible to tell, and “create” the Internet.

Today we will talk about whether it is appropriate to use foul language in texts, and also for what it is used by authors.

What is an abnormal vocabulary?

Profanity is an indispensable component of language culture, which in some form or another has always existed and will continue to exist. Its popularity in everyday life is largely due to changes in the socio-political life of the country, the peculiarities of linguistic dialects or professional “requirements.”

Many people mistakenly believe that profanity = foul language. However, jargons, dialectisms, barbarisms, rough and offensive expressions fall under this notion. Mat is the most rude and condemned by society variety.

The rapid development of Internet technologies has given not just a push, but a hefty kick to the perfection of profanity and its penetration into all spheres of cultural life.

What words are considered a mate?

It’s all simple. Roskomnadzor decided everything for us and named 4 main words for mats:

“The obscene designation of the male sexual organ, the obscene designation of the female sexual organ, the obscene designation of the process of copulation and the obscene designation of the woman of dissolute behavior, and also all the linguistic units formed from these words.”

These words are officially tabooed for publication in the media. What exactly are these expressions, we will not write – guess yourself. And if you can not, then you are a happy man.















Words from the list of” banned “give rise to dozens of word forms for all occasions, while obscene memebers and rude quotes of famous” Internet trolls “literally creep out From monitors and penetrate into the pockets of an increasingly young audience.So the words in your pocket is better not to climb.Whatever you get,

In literature, unlike the Internet, mate is not often found. Here you can stock up on jargons, dialectisms and other forms of profanity that do not belong to the mate.

“But what about the classics?” – you ask.


Comrades descendants!


In today’s

Petrified r * outside,

Our days studying the dark,



Ask about me also.

(V. Mayakovsky, The Poem “At Full Vote”)

I knew! In the XX century obscene vocabulary was censored and was not officially recognized as a decent society. However, this did not prevent the writers from creating “unofficial” works. Vladimir Mayakovsky, known for his bold syllable, repeatedly gave the heat unusually sharp and sometimes vulgar works:

Whether you, loving women and dishes,

Life to give to please?

I’d rather be at the bar fucking * I’ll be

Serve pineapple water!

(The poem “To You”)

Obscenity from Vladimir Vladimirovich, of course, had to be peppered.

This is not the only Russian poet who used abusive language in his texts. As in the works of art, in the Web copywriting sometimes used obscene vocabulary. For what purpose?

The functions of abusive words

Have you ever thought that mate and other catchphrases are not just escaping from the mouth and from under the keys? They have strictly defined functions. Scientists-linguists have designated such:

1. Increased temperament of speech (when “good” words do not convey).

2. Emotional discharge (work, friday, avral).

3. Reduction of pain shock (this is when the little finger struck).

4. Deliberate verbal humiliation of the interlocutor (well, everything is clear).

5. Demonstration of relaxedness and independence (in schoolchildren, for example, happens).

6. Indicative neglect of prohibitions and rules (here also schoolchildren, plus rebels).

7. Proof of belonging to “their own” (all mothers, and I mother).

Also, filthiness can be a sign of aggression or demonstrative fearlessness, a desire to appear more mature or just a dim mind.

Then the natural question arises: what function obscene vocabulary will perform in the texts?

Where and why do we not / do not need a mat?

The beauty of good web copywriting is that every word in it is reconciled and carries a certain message of the target audience. Therefore, if the author decides to flavor his masterpieces with a portion of an excellent mat, then he believes that his Central Asia is worthy and accepts with cordiality.

Where on the Internet you can find mate and jargon:

  • in personal or corporate blogs;
  • in posts and comments on social networks;
  • in the descriptions of videos on YouTube;
  • in thematic articles for “their own”;
  • on the personal sites of users;
  • on the forums.

Blogs and groups in social networks can support the interest and activity of the audience, so communication “on the wave” with readers and regular vomiting can inflame the public and provoke active holivars. It seems to work.

Many eccentric bloggers wind up their subscribers precisely because of their out-of-the-way behavior, which is expressed through the “manuscript”. For example, today the most popular page in Instagram in Russia belongs to the unorthodox actress of theater and cinema Nastasya Samburskaya. The girl does not stint on harsh expressions, including those addressed to her “hayters”, and under her posts real battles are unfolding.

Inga Smyshlyaeva, editor-proofreader of Rialweb, teacher of Russian language and literature of the highest qualification category

Unfortunately, obscene lexicon in the texts on the Internet – quite a frequent phenomenon. One example is the blog of the famous Russian designer Artemy Lebedev, where mate is not uncommon. Moreover, the author of the blog kichitsya this. Or the popular VKontakte community is the MDK group, which has almost 8 million subscribers. Almost every third record of this group encounters obscene language. There are many such examples, including interviews of public people, as well as statements of the eccentric musician Sergei Shnurov, whose separate phrases have been sorted into quotations among the younger generation.


Why mate the Internet stars and authors of popular communities? Probably, they are striving to demonstrate in this way the denial of generally accepted norms and prohibitions with which they disagree. Or simply use a mat as a weapon of mass folloving. The abnormal vocabulary here clearly demonstrates the emotional color and the main message of fasting, and also creates the impression conceived by the author about his personality. Readers gradually get used to the manner of blogging and require new portions of “hot” content.

Specialists in the field of social media sometimes allow the use of obscene lexicon in advertising campaigns. On whether this is appropriate today, we were told by the head of the SMM department of the company “Rialweb” Pavel Perets :

An abusive lexicon within the advertising campaign is an element of black PR. It can not be denied that a crude form of information delivery still works. Many top-level bloggers are being promoted thanks to audacious communication with the audience. In this life they are well-bred and not stupid people.

However, do not forget about the risk of flying to the ban when you abuse aggressive attacks. The policy of popular social platforms does not welcome war, public insults and incitement of dislike in posts and comments.

In working with our clients, we do not apply such techniques for two reasons.

Firstly, solid clients themselves are categorically against the use of non-normative vocabulary. And even often they ask not to abuse jargon and conversational expressions, because the good reputation of the company is one of the most important factors of trust of potential customers.

Secondly, this is not our method. A well-designed advertising campaign will prove effective without stimulating audience activity in dirty ways.

Black PR is also a PR. In modern realities, it still works. However, it is up to you to decide which reputation of your company to create.

Punishment for the use of a mat in media and blogs

Use of obscene words established by Roskomnadzor is considered inadmissible for any mass media and entails imposition of a fine in the amount of 5 to 20 thousand rubles for officials and 20 to 200 thousand rubles for legal entities.


Thus, No. 149-FZ “On Information, Information Technologies and Information Protection” as much as possible restricts obscene language in public materials and speeches, thereby ensuring the protection of minors from this kind of reading. How effective is this policy, it is difficult to say for now, because blogs that are full of foul language are still there.

Inga Smyshlyaeva, editor-proofreader of Rialweb, teacher of Russian language and literature of the highest qualification category

Each of us should think not only about ourselves, but about others. I, like other representatives of the philological community, consider it absolutely unacceptable to use obscene expressions in public materials intended for a mass audience.

After all, in the Russian language a huge number of other, no less emotionally bright words with the help of which any literate and educated person can easily communicate his thought to any audience.

In my opinion, the use of foul language does not characterize a person from the positive side, but speaks first of all of his poor upbringing and the share of selfishness.

By the way, for oral use of the mat in public places, administrative responsibility also relies.

Price for the use of abusive words for individuals:

    • in a public place: 500-2500 rubles. Or arrest up to 15 days;
    • at a mass event: from 500 to 2500 rubles. Or arrest up to 15 days for performers / spectators; 2000-2500 rub. For the organizer (who did not call anyone, but allowed) and up to 5000 rubles. For recidivists;
    • personal insult: 1000-3000 rub. In private conversation; 3000-5000 rub. For public utterance.

For civil servants and legal entities, fines are much more palpable.


So, is it appropriate to use lexicon in the texts? It is appropriate if it is a question of jargon, dialectisms or a specific professional battle. In fiction, the use of such vocabulary allows you to achieve the greatest brightness of images and atmosphere, to drag the reader into the abyss of events.

Also professional jargon and spoken expressions can be used if you need to speak the same language with readers. For example, in thematic blogs.

Math is directly inappropriate in texts intended for a wide audience.

A mate in an advertising campaign can spoil the reputation of the customer and performer.

Some recommendations for authors and site owners:

1. If you write to the general public, you should be aware of your responsibility for the consequences of the publication and predict the possible reaction of the audience. Failure to comply with applicable law may entail administrative or criminal liability.

2. Before placing material containing foul language, evaluate it in terms of functionality. If you can convey the right mood without strong expressions, then you should not use them. It’s an empty verbal trash.

3. If you still allow on your site publications containing profanity, show respect to the audience and warn readers about what they can read on the site. This can be done by standard markings 16+, 18+, “content contains profanity” or somehow at your discretion. If your resource is not registered as a media outlet, then the law does not oblige you to do so. However, caring for the younger generation will play into the hands of your image.

4. Mat and offensive expressions in most cases are negatively perceived by readers and discourage the desire to repost your records. Many of them do not want to litter their walls with such content. Negative attitude towards the mat of the most part of the population of Russia is confirmed by the results of repeated surveys of the “Public Opinion Foundation”. Want a lot of reposts – filter the text.

And the last thing. In the Internet space is already quite full g * vna, you should not add it. Strive to create high-quality and useful content, using the great and mighty in all its might.

How do you feel about using obscene lexicon in texts? Share your opinion in the comments.


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