Advertising slogan

The slogan on the sign reads: "Modern Version of Ganymede" Introduction of Budweiser Beer to the Gods.^{[note 1]} ---- The original Anheuser-Bush ad as it appeared in the February 1906 issue of Theatre Magazine.

Advertising slogans^[1][2] are short, memorable groups of words used in advertising campaigns.^{[3][4][5][6][7]} The advertising phrases are means of drawing attention to one distinctive feature (an aspect of a product).^{[note 2]} The purpose is to emphasize a phrase that an entity wishes to be remembered by;^[8][9] Particularly, for marketing a specific corporate image; Or, connection to a business product or consumer base.^[10][11]

Some slogans are created just for specific limited-time campaigns; others are intended as a corporate slogan, to be used for extended periods. Various slogans start out as the former, and are, over time, converted into the latter as ideas take hold with the public. Some advertising slogans are memorable after general use is discontinued.

Etymology and nomenclature

According to the 1913 Webster's Dictionary, a slogan (/ˈsloʊɡən/) derives from the Gaelic "sluagh-ghairm" (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. Taglines, tag lines, or tags are American terms for brief public communication promoting products and services. In the UK they are called end lines, endlines, or straplines.^[12] In Japan, they are called catchcopy (キャッチコピー, kyachi kopī) or catch phrase (キャッチフレーズ, kyachi furēzu).

Functional slogans

A marketing slogan can play a part in the interplay between rival companies.^[13] A functional slogan usually:^{[14][15][16][17][18]}

• states product benefits (or brand benefits) for users (or potential buyer)^[19]
• implies a distinction between it and other firms' products^[20][21] — of course, within the usual legal constraints
• makes a simple, concise,^{[note 3]} clearly defined, and 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.

Social control

Advertising slogans as a system of social control include devices similar to watchwords, catchwords, and mottoes.^{[note 8][11]} Advertising slogans have extended into other areas, such as politics and religion.^[11] Fountainheads of strength are found in such features as antithesis, alliteration, euphoniousness, punning, obviousness, and brevity.^[11] The use of slogans may be examined in so far as the slogans continue unconscious and unintentional responses.^[11]

See also

• Advertising (Consumerism)
• Impulse buying (Impulse)
• Product planning (Integrated marketing communications)
• Political campaign (Campaign advertising; Political slogan)
• Military campaign (Military slogans, German military terms)

References

Citations

Notes

External articles

• Quotations related to Advertising slogan at Wikiquote
• The Advertising Slogan Hall of Fame, www.adslogans.co.uk
• Advertising Industry Guidelines 2014