Advertising slogan
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Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strapline is a British term used as a secondary sentence attached to a brand name. Its purpose is to emphasize a phrase that the company wishes to be remembered by, particularly for marketing a specific corporate image or connection to a product or consumer base.[1]
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Effective slogans
Advertising slogans often play a large part in the interplay between rival companies. An effective slogan usually:
- states the main benefits of the product or brand for the potential user or buyer
- implies a distinction be between it and other firms' products - of course, within the usual legal constraints
- makes a simple, direct, concise, crisp, and apt statement
- is often witty
- adopts a distinct "personality" of its own
- gives a credible impression of a brand or product
- makes the consumer feel "good"
- makes the consumer feel a desire or need
- is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonic devices, such as jingles, ditties, pictures or film
Well-known slogans
- A glass and a half in every half pound, Cadburys milk chocolate [2]
- Gillette - the best a man can get [3]
- Guinness is good for you [4]
- Heineken refreshes the parts other beers cannot reach [5]
- Persil washes whiter [6]
- Sure as the sunrise, Albion Motors [7]
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