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Various slogans start out as the former, and are, over time, converted into the latter as ideas take hold with tuberculin. Some advertising slogans are memorable after general use is discontinued. Etymology and nomenclature[edit] According to the 1913 Webster Dictionary, a slogan (J’ ‘ slogan/) derives from the Gaelic “slough;graham” (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.
Tastiness, tag lines, or tags are American terms for brief public communication promoting products and services. In the UK they are called end lines, midlines, or strapless. [1 2] In Japan, they are called catchy -t’ Z -?? chichi catch phrase ($ -t’ V -?? chichi furz? ). See also: Tagging Functional slogans[edit] Further information: Marketing A marketing slogan can play a part in the interplay be;en rival companies. 13] A functional slogan 5][16][1 7][1 8] states product benefits (or brand benefits) for users (or potential buyer)[1 9] implies a distinction between it and other firms’ products[20][21] -?? of course, within the usual legal constraints makes a simple, 3] clearly defined, ND 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 o watchwords, catchwords, and mottoes. [note 1] Advertising slogans have extended into other areas, such as politics and religion. [11] Fountainheads of strength are found in such features as antithesis, alliteration, euphoniously, punning, obviousness, and brevity. [11 J 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 XII, they are… End lines, midlines or strapless. In the LISA, they are… Tags, tag lines or tastiness. 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 rip-offs. The bland leading the bland. Generically, they are… Slogans. At Dagon’s. Com, we call ‘me… Slogs (the slogan by the logo). They are often… UK Trade Marks US Trademarks SMS US Service Marks UK Registered Trade Marks CSS Registered Trademarks And the same sort of thing in the rest of the world.
BENCHMARK Agree Neutral Disagree 1. It’s memorable -5 2. It recalls the brand name 5 3. It includes a key benefit 4. It differentiates the brand 5. It reflects the brand personality 6. It’s believable 7. It’s strategic 8. It’s competitive 9. It’s original 10. It’s not in current use by others THE ART AND SCIENCE OF THE ADVERTISING SLOGAN BY TIMOTHY R. V. FOSTER In his book, Creative Advertising, Charles L. Whittier says a slogan: “… Should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worthwhile for the public to remember, and is phrased in such a way that the public is likely to remember it. To which we add: The purpose of the strapping (slogan, claim, ending, signature, etc. Click here to see slogan nomenclature) is to leave the key brand message in he mind of the target. It is the sign-off that accompanies the logo. It says “If you get nothing else from this ad, get this..! ” 1. A slogan should be memorable Memorabilia has to do with the ability the line has to be recalled unaided. A lot of this is based on the brand heritage and how much the line has been used over the years. But if it is a new line, what makes it memorable? I suggest it is the story told in the advertisement – the big idea. The more the line resonates with the big idea, the more memorable it will be. ‘My goodness, my Guinness! , as well as being a slick line, was made memorable by the illustrations of the Guinness drinker seeing his pint under some sort of threat (perched on the nose of a performing seal, for example). It invoked a wry smile and a tinge Of sympathy on the part Of the audience at the potential loss if the Guinness was dropped. If it is successful, Ideally the line should pass readily into common parlance as would a catchphrase, such as ‘Bean means Heinz’ or Where’s the beef? ‘ In addition to a provocative and relevant illustration or story, alliteration, coined words, puns and rhymes are good ways of making a line memorable, as is a jingle. Let’s look at some examples of these: Alliteration Coined words Puns We’ll look at rhymes in the next section. This technique is a familiar aide-memoir. Jaguar: Don’t dream it. Drive it.
Girl Guides: Dream. Dare. Do. La: Functional… Fashionable… Formidable… Hire Knowledge: Specialized staffing solutions. Using made-up words can also help. Guinness: Guinness isn’t good for you. Neff: Inefficiency. KIP Paean TTS: Pure snacking. Pure sensitivity. Smarmiest: Waterloo! Puns in the line, no branding A really good pun can work miracles. However note the lack of brand identity in these otherwise excellent examples. Almost any competing brand could use these lines. Moss Security: Alarmed? You should be. Cassia: Precisely what you’re looking for. Northern Telecoms: Technology the world calls on. Bending Appliances: We’ll do the homework.
Puns in the line, with brand name In these lines, the brand name appears, but as the solution or promise rather than part of the fun. Barbados: Barbados. Goodness. Gracious. Finish Detergent: Brilliant cleaning starts with Finish. Keno Really Rich Coffee: Get Rich quick. Puns in the line, with brand name at work Here the brand goes to work, inextricably part of the pun. Quavers Snacks: Do me a Quaver. Thomas Cook: Don’t just book it, Thomas Cook it. MOM: think, therefore IBM. Abbey National Building Society: Investments with Abbey endings. 2. A slogan should recall the brand name Ideally the brand name should be included in the line. ‘My goodness, my Guinness! ‘ thus works, as does ‘Ah, Bistro! ‘.
On the other hand, ‘Once driven, forever smitten’ does not easily invoke the word Vaughan, nor does ‘All it leaves behind is other non-bios’ scream out Fairy Ultra. This, by the way, is possibly the worst ending in the history of advertising! It certainly gets my vote. It’s a brand manager at P&G speaking to a brand manager at the competition and it means it doesn’t leave a nasty residue in the wash the laundry equivalent of ‘no bathtub ring’. No ‘housewife’ could possibly understand it. What’s the point of running an advertisement in which the brand name is not clear? Yet millions of pounds are wasted in this way. If the brand name isn’t in the strapping, it had better be firmly suggested.
Nikkei dares to run commercials that sign off only with their visual logo the ‘swoosh’ like a tick mark or check mark, as the Americans say. The word Nikkei is unspoken and does not appear. This use of semiotics is immensely powerful when it works, because it forces the viewer to say the brand name. Rhymes – with brand name One of the best techniques for bringing in the brand name is to make the tramline rhyme with it. Here are some lines we’ve selected from the Dagon’s. Com database. See how well it works if the brand name is the rhyming word. City Link: City Linking, smart thinking. Quavers: The flavor of a Quaver is never known to waver. Radio Rentals: Stay contented, get Radio Rented.