Advertising Slogan

Topics: Advertising, Brand, Trademark Pages: 18 (3149 words) Published: December 9, 2014
Advertising slogan
From Wikipedia, the free encyclopedia
Advertising slogans are short, memorable group of words used in advertising campaigns. The advertising phrases are means of drawing attention to one distinctive feature (an aspect of a product). The purpose is to emphasize a phrase that an entity wishes to be remembered by; Particularly, for marketing a specific corporate image; Or, connection to a business product orconsumer base. Some slogans are created just for specific limited-time campaigns; others are intended as a corporate slogan, to be used for extended periods. Various slogans start out as the former, and are, over time, converted into the latter as ideas take hold with thepublic. Some advertising slogans are memorable after general use is discontinued. Etymology and nomenclature[edit]

According to the 1913 Webster's Dictionary, a slogan (/ˈsloʊɡən/) derives from the Gaelic "sluagh-ghairm" (an army cry). It has come to mean in its contemporary sense, a distinctive advertising motto, or advertising phrase, used by any entity to convey a purpose or ideal; Or, a catchphrase. Taglines, tag lines, or tags are American terms for brief public communication promoting products and services. In the UK they are called end lines, endlines, or straplines.[12] In Japan, they are called catchcopy (キャッチコピー kyachi kopī?)or catch phrase (キャッチフレーズ kyachi furēzu?). See also: Tagline

Functional slogans[edit]
Further information: Marketing
A marketing slogan can play a part in the interplay between rival companies.[13] A functional slogan usually:[14][15][16][17][18] states product benefits (or brand benefits) for users (or potential buyer)[19] implies a distinction between it and other firms' products[20][21] — of course, within the usual legal constraints makes a simple, concise,[note 3] clearly defined, and appropriate statement is witty; Or, adopts a distinct "personality"[note 4]

gives a credible impression of a brand or product[note 5]
makes the consumer experience an emotion; Or, creates a need or desire[note 6] is hard to forget — it adheres to one's memory[note 7]
The business sloganeering process communicates the value of a product or service to customers, for the purpose of selling the product or service. It is a business function for attracting customers. See also: Visual marketing and Promotion (marketing)

Social control[edit]
Advertising slogans as a system of social control include devices similar to watchwords, catchwords, and mottoes.[note 8][11] Advertising slogans have extended into other areas, such as politics and religion.[11] Fountainheads of strength are found in such features as antithesis, alliteration, euphoniousness, punning, obviousness, and brevity.[11] The use of slogans may be examined in so far as the slogans continue unconscious and unintentional responses.[11] Slogan nomenclature. What's what, where?

In the UK, they are...
end lines, endlines or straplines.
In the USA, they are...
tags, tag lines or taglines.
In Germany, they are...
claims.
In Belgium, they are...
baselines.
In France, they are...
signatures.
In the Netherlands and Italy, they are...
pay-offs or payoffs.
To the unimaginative, they are...
rip-offs or ripoffs. The bland leading the bland.
Generically, they are...
slogans.
At AdSlogans.com, we call 'em...
slogos (the slogan by the logo).
They are often...

UK Trade Marks


US Trademarks

SM
US Service Marks

®
UK Registered Trade Marks

®
US Registered Trademarks

And the same sort of thing in the rest of the world.

BENCHMARK
Agree
Neutral
Disagree
1. It's memorable
+5
0
-5
2. It recalls the brand name
+5
0
-5
3. It includes a key benefit
+5
0
-5
4. It differentiates the brand
+5
0
-5
5. It reflects the brand personality
+5
0
-5
6. It's believable
+5
0
-5
7. It's strategic
+5
0
-5
8. It's competitive
+5
0
-5
9. It's original
+5
0
-5
10. It's not in current use by others
+5
0
-5

THE...
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