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]
Some slogans are created just for specific campaigns for a limited time; some are intended as corporate slogans, to be used for an extended period; some slogans start out as the former, and find themselves converted to the latter because they take hold with the public, and some are memorable many years after their use is discontinued.
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[edit] Effective slogans
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This section may contain original research. Please improve it by verifying the claims made and adding references. Statements consisting only of original research may be removed. More details may be available on the talk page. (March 2011) |
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 witty
- adopts a distinct "personality" of its own
- gives a credible impression of a brand or product
- makes the consumer feel "hot" or...
- 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
[edit] Nomenclature
Taglines, tag lines, or tags are American terms for short advertising slogans. In the UK they are called end lines, endlines, or straplines.[2]
[edit] Well-known slogans
- adidas - Impossible is Nothing
- Allstate - You're in good hands.
- American Airlines - List of American Airlines slogans
- Apple Computers - List of Apple Inc. slogans
- Asda - Saving you money everyday.
- AT&T - Reach out and touch someone. (US, 1979, music written by David Lucas)[3]
- Avis - We’re No. 2. We Try Harder. (US, 1962)[4]
- Cadbury - A glass and a half in every half pound (UK, 1920s)[5]-2010[6]
- California Milk Processor Board - Got Milk? (US, 1993)[4]
- Coca-Cola - It's the real thing. (International, 1969)[4]
- Crest toothpaste - Look, Ma! No cavities! (US, 1958)[7]
- De Beers - A diamond is forever. (1948)[4]
- Disneyland - The happiest place on earth (US, 1960s)
- FedEx - When it absolutely, positively has to be there overnight (US, 1982)[4]
- Ford - Built for the road ahead
- Gamestop - Power to the players
- General Electric - We bring good things to life. (US, 1981)
- Gillette - The best a man can get (US)[8]
- Guinness is good for you (UK)[9] also Guinnless isn't good for you.[10]
- Heineken - Refreshes the parts other beers cannot reach [11] (UK, 1970s-2005)[12]
- John Deere Tractor - Nothing runs like a Deere.[10]
- Kay Jewelers - Every kiss begins with Kay
- Kellogg's Frosted Flakes - They're gr-r-reat! (US, 1950s)
- Kodak - Share moments. Share life. (US, 1990s)
- KFC - Finger-lickin' good! (US, 1952)
- L'Oreal - Because I'm worth it
- Macy's - Way to shop
- Maxwell House coffee - Good to the last drop. (US, 1907)[4]
- M&M's - Melts in your mouth, not in your hands. (US, 1954)
- McDonald's - List of McDonald's ad programs
- Nabisco - Nibble a Nab for a nickle
- New York State - I [heart] New York
- Nike - Just do it. (1988)
- NOKIA - Connecting people
- Persil washes whiter[13] (UK, 1958)[14]
- Office Max - Relentless focus on you
- Raid - Kills bugs dead (US, 1966)
- Rice Crispies - Snap Crackle Pop Rice Crispies
- Samsung - Everyone's invited
- Skittles - Taste the rainbow
- Sony - like.no.other make.believe
- Southwestern Bell Yellow Pages - Let your fingers do the walking. (US, 1962)[4]
- Tesco - Every little helps;[15] The price is dropping on your weekly shopping.[16] (UK)
- Timex watch - Takes a licking and keeps on ticking.[16]
- The Partnership for a Drug-Free America - This is your brain. This is your brain on drugs. Any questions? (US, 1987)
- T-Mobile - Stick Together
- Toonami - The revolution will be televised
- Toys 'R Us - I don't wanna grow up, I'm a Toys R Us kid (US 1982)
- United Airlines - Fly the friendly skies. (US, 1966)
- United Negro College Fund - A mind is a terrible thing to waste. (US, 1972)
- Verizon - Rule the Air
- Wal-Mart - Always Low Prices; Save money. Live better. (US)
- Wheaties - Breakfast of Champions
- Xbox 360 - life's short, play more
[edit] See also
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Wikiquote has a collection of quotations related to: Advertising slogan |
[edit] References
- ^ Sean Brierley (2002). The advertising handbook. Routledge. ISBN 0-415-24391-2.
- ^ "The Art and Science of the Advertising Slogan". Adslogans.co.uk. http://www.adslogans.co.uk/ans/nomenclature.html. Retrieved 2011-03-28.
- ^ porticus.org
- ^ a b c d e f g "Versa Creations Blog - Build Wealth Through Smart Marketing". Versacreations.net. 2007-05-07. http://www.versacreations.net/advertising/82/7-famous-slogans-of-20th-century/. Retrieved 2011-03-28.
- ^ "Home :: All About Us :: Information about Cadbury Diary Milk". Innovation.cadbury.com. http://www.innovation.cadbury.com/allaboutus/ourbrands/featurebrands/Pages/CadburyDairyMilk2.aspx. Retrieved 2011-03-28.
- ^ "Cadbury drops 'glass and a half' phrase from wrappers". BBC News. 2010-09-28. http://www.bbc.co.uk/news/business-11427357.
- ^ "Pop History of the Fifties - 1958". Fiftiesweb.com. http://www.fiftiesweb.com/pop/1958.htm. Retrieved 2011-03-28.
- ^ "Gillette 'The Best A Man Can Get' TV ad - 60 sec advert". Tellyads.com. 2007-09-26. http://www.tellyads.com/show_movie.php?filename=TA5242. Retrieved 2010-02-21.
- ^ Museum of London. "Search catalogue". Museum of London. http://www.museumoflondon.org.uk/English/Collections/OnlineResources/X20L/objects/record.htm?type=object&id=719262. Retrieved 2010-02-21.
- ^ a b "The Art and Science of the Advertising Slogan". Adslogans.co.uk. http://www.adslogans.co.uk/ans/creslo01.html. Retrieved 2011-03-28.
- ^ "Heineken...Refreshes the parts other beers cannot reach on Flickr - Photo Sharing!". Flickr.com. http://www.flickr.com/photos/crispymo/133745264/. Retrieved 2010-02-21.
- ^ Walsh, Dominic (2005-10-21). "Heineken calls last orders on television ads after 30 years". The Times (London). http://business.timesonline.co.uk/tol/business/industry_sectors/media/article581094.ece.
- ^ "Persil 'Persil Washes Whiter' TV ad - 15 sec advert". Tellyads.com. 2007-09-26. http://www.tellyads.com/show_movie_vintage.php?filename=VA0289. Retrieved 2010-02-21.
- ^ "UK television adverts 1955-1985". Headington.org.uk. http://www.headington.org.uk/adverts/cleaners_washingpowders.htm. Retrieved 2011-03-28.
- ^ profesores.ie.edu
- ^ a b "The Art and Science of the Advertising Slogan". Adslogans.co.uk. http://www.adslogans.co.uk/ans/creslo04.html. Retrieved 2011-03-28.
