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]
[edit] 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 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 sequences on televised commercials
- sounds good
[edit] Slogan writers
Usually, slogans are created as advertising copy by professional writers. Historically, many of these have been novelists and other writers of serious literature. On the other hand, slogans often originate as tiebreakers created by "compers" or competition entrants as a means of elimination in trade competitions, often combined with a submitted proof of purchase of the company's product.
[edit] References
- ^ Sean Brierley (2002). The advertising handbook. Routledge. ISBN 0415243912.
