ADVERTISING SLOGAN

'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.

Contents

Effective slogans

Slogan writers

Ethical issues

List of slogans

Bad Slogans

Effective slogans

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

★ 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

★ sounds good

Slogan writers

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.

Ethical issues

Advertising 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 UK, or the European Advertising Standards Alliance who claim to have a responsibility to the public good and whose decision making follows an Advertising Code. Similar organizations exist in Canada, Ireland, New Zealand, Australia, South Africa, as well as other countries.

List of slogans

''See Main article: List of advertising slogans''
The following is a short listing of a few advertising slogans. For a more comprehensive list, please consult the main article: List of advertising slogans.

★ "Nothing Runs Like a Deere" Deere & Company equipment manufacturer

★ "I Am Canadian" Molson brewing company

★ "I'm Going to Disney World!" - The Walt Disney Company after and during the Super Bowl

★ "Nick Jr. Love To Play" (2004-2007)

★ "Think different." - Apple

★ "Finding solutions" - Getsadze & Pateishvili

★ "All you add is love", Purina Dog Chow, Noel Digby

★ "Because you're worth it" - L'Oréal

★ "Breakfast of Champions" - Wheaties, General Mills 1935, Blackett-Sample-Gummert (later "The Breakfast of Champions" late 1990s)

★ "Business is our middle name" -- IBM

★ "Can't Get Enough of That Sugar Crisp"

★ "Chuck Wagon", Purina Dog Chow, Rick Sides

★ "Connecting people" - Nokia

★ "Do the right thing buy a Chicken Wing" Petey Pablo

★ "Doing what we do best", and later "Something special in the air" - American Airlines

★ "Empowering People" - Acer

★ "Enjoy" - Coke

★ "Exceedingly Good Cakes" - Mr Kipling Cakes

★ "FAN-TASTIC" National Basketball Association 1982, Margaret Dickey Roeder, TMC

★ "Design Can Talk!" - Loadingstone

★ "Ideas for Life." - Panasonic

★ "Just do it" - Nike

Bad Slogans

When translating to another language goes terribly wrong...

★ "The Dairy Association's huge success with the campaign: 'Got Milk?' prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read: 'Are You Lactating?'"

★ "Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: 'Nothing Sucks like an Electrolux'."

★ "Pepsi's 'Come Alive With the Pepsi Generation' translated into 'Pepsi Brings Your Ancestors Back From the Grave' in Chinese."

★ "The Coca-Cola name in China was first read as Kekoukela, meaning 'Bite the Wax Tadpole' or 'Female Horse Stuffed with Wax', depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent kokoukole, translating into 'Happiness in the Mouth'."