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.
- 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
Nomenclature
Taglines, tag lines, or tags are American terms for short advertising slogans. In the U.K. they are called end lines, endlines, or straplines. In Belgium they are called baselines. In France they are signatures. In Germany they are claims. In the Netherlands and Italy, they are pay offs or pay-offs.[2]
Well-known slogans
- American Airlines - List of American Airlines slogans
- Apple Computers - List of Apple Inc. slogans
- AT&T - Reach out and touch someone. (US, 1979)[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]
- 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.[13]
- 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
- 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
- New York State - I [heart] New York
- Nike - Just do it. (1988)
- NOKIA - Connecting people
- Persil washes whiter[14] (UK, 1958)[15]
- Raid - Kills bugs dead (US, 1966)
- Southwestern Bell Yellow Pages - Let your fingers do the walking. (US, 1962)[4]
- Tesco - Every little helps;[16] The price is dropping on your weekly shopping.[17] (UK)
- Timex watch - Takes a licking and keeps on ticking.[18]
- The Partnership for a Drug-Free America - This is your brain. This is your brain on drugs. Any questions? (US, 1987)
- Toonami - The revolution will be televised [19]
- United Airlines - Fly the friendly skys. (US, 1966)
- United Negro College Fund - A mind is a terrible thing to waste. (US, 1972)
- Wal-Mart - Always Low Prices; Save money. Live better. (US)
References
- ^ Sean Brierley (2002). The advertising handbook. Routledge. ISBN 0-415-24391-2.
- ^ http://www.adslogans.co.uk/ans/nomenclature.html
- ^ http://www.porticus.org/bell/bellsystem_ads-1.html
- ^ a b c d e f g http://www.versacreations.net/advertising/82/7-famous-slogans-of-20th-century/
- ^ http://www.innovation.cadbury.com/allaboutus/ourbrands/featurebrands/Pages/CadburyDairyMilk2.aspx
- ^ "Cadbury drops 'glass and a half' phrase from wrappers". BBC News. 2010-09-28.
- ^ http://www.fiftiesweb.com/pop/1958.htm
- ^ "Gillette 'The Best A Man Can Get' TV ad - 60 sec advert". Tellyads.com. 2007-09-26. Retrieved 2010-02-21.
- ^ Museum of London. "Search catalogue". Museum of London. Retrieved 2010-02-21.
- ^ http://www.adslogans.co.uk/ans/creslo01.html
- ^ "Heineken...Refreshes the parts other beers cannot reach on Flickr - Photo Sharing!". Flickr.com. Retrieved 2010-02-21.
- ^ Walsh, Dominic (2005-10-21). "Heineken calls last orders on television ads after 30 years". The Times. London.
- ^ http://www.adslogans.co.uk/ans/creslo01.html
- ^ "Persil 'Persil Washes Whiter' TV ad - 15 sec advert". Tellyads.com. 2007-09-26. Retrieved 2010-02-21.
- ^ http://www.headington.org.uk/adverts/cleaners_washingpowders.htm
- ^ http://profesores.ie.edu/enrique_dans/TESCO/TESCO.pdf
- ^ http://www.adslogans.co.uk/ans/creslo04.html
- ^ http://www.adslogans.co.uk/ans/creslo04.html
- ^ http://en.wikipedia.org/wiki/Toonami