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Advertising slogan | ||
Advertising slogans are claimed to be, and often are proven to be, the most effective means of drawing attention to one or more aspects of a product or products. Typically they make claims about being the best quality, the tastiest, cheapest, most nutritious, providing an important benefit or solution, or being most suitable for the potential customer. At the start of World War I, when modern advertising was in its infancy, a famous poster called on young British men to heed the need expressed by one of What makes an effective slogan?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, if it is required as not all advertising slogans are meant to be 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. Who creates slogans?Usually, slogans are created as advertising copy by professional writers among whom writers of serious literature, such as novelists may be found at times. 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. Slogans and ethicsAdvertising slogans are subject to ethical constraints and are often viewed with reservations, if not actual misgivings by official bodies, such as the Advertising Standards Authority in the Copyright 2008 - France BtoB from Wikipédia
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• Dove Campaign for Real Beauty
• Michael Power • Fantanas • Uses of billboards • Hover ad • Advertising slogan • Advertising of Intel Inside | |
