Advertising slogan
Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.
Etymology and nomenclature
According to the 1913
Format
Most corporate advertisements are short, memorable phrases, often between three and five words.[2] Slogans adopt different tones to convey different meanings. For example, funny slogans can enliven conversation and increase memorability.[3] Slogans often unify diverse corporate advertising pieces across different mediums.[2] Slogans may be accompanied by logos, brand names, or musical jingles.[4]
History
In August 1859,
Use
Some
Slogans that associate emotional responses or evoke recollections of memories increase their likelihood of being adopted by the public and shared.[8] Additionally, by linking a slogan to a commonplace discussion topic (e.g. stress, food, traffic), consumers will recall the slogan more often and associate the corporation with their personal experiences.[8]
If a slogan is adopted by the public, it can have a notable influence on everyday social interaction. Slogans can serve as connection points between community members as individuals share pithy taglines in conversation.[8] In contrast, if an individual is unaware of a popular slogan or tagline, they can be socially excluded from conversation and disengage from the discussion.[8]
Social control
Advertising slogans as a system of social control include devices similar to
The ongoing argument
Quantifying the effects of an effective, or ineffective, ad campaign can prove challenging to scholars. Critics argue taglines are a self-gratifying, unnecessary form of corporate branding that is neither memorable nor pithy.[2] However, proponents argue if taglines enter everyday public discourse, the company's market influence could exponentially increase.[2]
Functional slogans
A marketing slogan can play a part in the interplay between rival companies.[10] A functional slogan usually:[11][12][13][14][15]
- states potential buyers)[16]
- implies a distinction between it and other firms' products[17]—with constraints
- makes a statement
- is either witty, or has a distinct "personality"[note 2]
- gives a credible impression of a brand or product[note 3]
- makes the consumer experience an emotion; or, creates a need or desire[note 4]
- is hard to forget—it adheres to one's memory[note 5]
The business
See also
- Advertising (Consumerism)
- Consumer confusion
- Impulse)
- List of slogans
- Media manipulation
- Political slogan
- Promotion (marketing)
- Tagline
- Visual marketing
Notes
- ^ Including all important information.
- ^ Or, an externally evident aspect.
- Brand recognition.
- ^ See also: Aspirational brand.
- pictures or film).
References
- ^ "The Art and Science of the Advertising Slogan". Adslogans.co.uk. Archived from the original on 24 April 2011. Retrieved 2011-03-28.
- ^ ISSN 0923-0645.
- ^ "Creating and Using Taglines as Marketing Tools". The Balance. Retrieved 2018-03-03.
- .
- ^ "Anniversary of the first ad slogan". The Herald. 5 August 2019.
- ^ "When Beecham put St Helens on the map". St Helen's Star. Retrieved 5 November 2023.
- ^ Ratcliffe, Susan (2011). Oxford Treasury of Sayings and Quotations. Oxford University Press. p. 478.
- ^ .
- ^ a b "Slogans As A Means Of Social Control". By Frederick E. Lumley. Papers and Proceedings of the American Sociological Society, Volume 16, 1921. p. 121–134.
- ^ "Trade Marking Of Canned Products". By Waldon Fawcett. Canning Age, Volume 1. National Trade Journals, Incorporated, 1920. p.32.
- ^ The Effectiveness of a Slogan in Advertising. Engineering and Contracting, Volume 29. Myron C. Clark Publishing Company, 1908. p.315.
- ^ "Trade-Marks, Trade Names, Slogans and Distinctive Package Designs." Making Advertising Pay. By Harold Francis Eldridge. p.62.
- ^ Building Supply News, Volume 12. Cahners Publishing Company, 1922. p.104.
- OCLC 2483371.
- ^ Effective extension circular letters: how to prepare and use them. By Henry Walter Gilbertson. U.S. Dept. of Agriculture, 1941.
- ISBN 978-0-07-174289-4.
- ^ "Making Better Box, Not Cheaper Boxes" Ought to be Slogan of the Day — Much Valuable Data Available. Packages, Volume 22, December Issue, 1919, p.21.
Further reading
- Knowles, Elizabeth, ed. (2007). "Advertising slogans". Oxford Dictionary of Modern Quotations (3rd ed.). Oxford University Press. pp. 3-4. ISBN 978-0-19-920-8951.
External articles
- Quotations related to Advertising slogan at Wikiquote
- The Advertising Slogan Hall of Fame, www.adslogans.co.uk
- Advertising Industry Guidelines 2014
- Advertising Slogans