Advertising slogan
Encyclopedia
Advertising slogans are short, often memorable phrases used in advertising campaign
s. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strapline is a British term used as a secondary sentence attached to a brand
name. Its purpose is to emphasize a phrase that the company wishes to be remembered by, particularly for marketing a specific corporate image
or connection to a product or consumer base.
Some slogans are created just for specific campaigns for a limited time; some are intended as corporate slogans, to be used for an extended period; some slogans start out as the former, and find themselves converted to the latter because they take hold with the public, and some are memorable many years after their use is discontinued.
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
s. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strapline is a British term used as a secondary sentence attached to a brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
name. Its purpose is to emphasize a phrase that the company wishes to be remembered by, particularly for marketing a specific corporate image
Corporate image
A corporate image refers to how a corporation is perceived. It is a generally accepted image of what a company stands for. Marketing experts who use public relations and other forms of promotion to suggest a mental picture to the public...
or connection to a product or consumer base.
Some slogans are created just for specific campaigns for a limited time; some are intended as corporate slogans, to be used for an extended period; some slogans start out as the former, and find themselves converted to the latter because they take hold with the public, and some are memorable many years after their use is discontinued.
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 productProduct (business)In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced...
or brandBrandThe American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
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 witty
- adopts a distinct "personality" of its own
- gives a credible impression of a brand or product
- makes the consumer feel "hot" or...
- 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 mnemonicMnemonicA mnemonic , or mnemonic device, is any learning technique that aids memory. To improve long term memory, mnemonic systems are used to make memorization easier. Commonly encountered mnemonics are often verbal, such as a very short poem or a special word used to help a person remember something,...
devices, such as jingleJingleA jingle is a short tune used in advertising and for other commercial uses. The jingle contains one or more hooks and lyrics that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Ad buyers use jingles in radio and television...
s, ditties, pictures or filmFilmA film, also called a movie or motion picture, is a series of still or moving images. It is produced by recording photographic images with cameras, or by creating images using animation techniques or visual effects...
Nomenclature
Taglines, tag lines, or tags are American terms for short advertising slogans. In the UK they are called end lines, endlines, or straplines. In Belgium they are called baselines. In France they are signatures. In Germany they are claims. In the Netherlands and Italy, they are pay offs or pay-offs.Well-known slogans
- adidasAdidasAdidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
- Impossible is Nothing - AllstateAllstateThe Allstate Corporation is the second-largest personal lines insurer in the United States and the largest that is publicly held. The company also has personal lines insurance operations in Canada. Allstate was founded in 1931 as part of Sears, Roebuck and Co., and was spun off in 1993...
- You're in good hands. - American AirlinesAmerican AirlinesAmerican Airlines, Inc. is the world's fourth-largest airline in passenger miles transported and operating revenues. American Airlines is a subsidiary of the AMR Corporation and is headquartered in Fort Worth, Texas adjacent to its largest hub at Dallas/Fort Worth International Airport...
- List of American Airlines slogans - Apple Computers - List of Apple Inc. slogans
- AsdaAsdaAsda Stores Ltd is a British supermarket chain which retails food, clothing, general merchandise, toys and financial services. It also has a mobile telephone network, , Asda Mobile...
- Saving you money everyday. - AT&TAT&TAT&T Inc. is an American multinational telecommunications corporation headquartered in Whitacre Tower, Dallas, Texas, United States. It is the largest provider of mobile telephony and fixed telephony in the United States, and is also a provider of broadband and subscription television services...
- Reach out and touch someone. (US, 1979, music written by David LucasDavid Lucas (composer)David Lucas is an American rock and roll composer, singer, and music producer. He has written a number of well-known commercial jingles, such as AT&T's "Reach out and touch someone". In 1981, he received a Clio Award for composing the music to Pepsi's "Catch that Pepsi spirit"...
) - AvisAvis-Businesses:*Avis Budget Group, founded in 2006 as the successor company to Cendant Corporation**Avis Rent a Car System, a car rental company**Avis Worldwide Foreign Education Services, a worldwide foreign education company formed and owned by Sandeep S Pillai....
- We’re No. 2. We Try Harder. (US, 1962) - Cadbury - A glass and a half in every half pound (UK, 1920s)-2010
- California Milk Processor BoardCalifornia Milk Processor BoardThe California Milk Processor Board is a nonprofit marketing board funded by California dairy processors, and administered by the California Department of Food and Agriculture, most famous for its Got Milk? advertising campaign....
- Got Milk? (US, 1993) - Coca-ColaCoca-ColaCoca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
- It's the real thing. (International, 1969) - Crest toothpaste - Look, Ma! No cavities! (US, 1958)
- De BeersDe BeersDe Beers is a family of companies that dominate the diamond, diamond mining, diamond trading and industrial diamond manufacturing sectors. De Beers is active in every category of industrial diamond mining: open-pit, underground, large-scale alluvial, coastal and deep sea...
- A diamond is forever. (1948) - Disneyland - The happiest place on earth (US, 1960s)
- FedExFedExFedEx Corporation , originally known as FDX Corporation, is a logistics services company, based in the United States with headquarters in Memphis, Tennessee...
- When it absolutely, positively has to be there overnight (US, 1982) - Ford - Built for the road ahead
- GamestopGameStopGameStop Corporation is an American video game and entertainment software retailer. The company, whose headquarters is in Grapevine, Texas, United States, operates 6,500 retail stores throughout the United States, Canada, Australia, Austria, Denmark, Finland, France, Germany, Ireland, Italy, New...
- Power to the players - General ElectricGeneral ElectricGeneral Electric Company , or GE, is an American multinational conglomerate corporation incorporated in Schenectady, New York and headquartered in Fairfield, Connecticut, United States...
- We bring good things to life. (US, 1981) - Gillette - The best a man can get (US)
- GuinnessGuinnessGuinness is a popular Irish dry stout that originated in the brewery of Arthur Guinness at St. James's Gate, Dublin. Guinness is directly descended from the porter style that originated in London in the early 18th century and is one of the most successful beer brands worldwide, brewed in almost...
is good for you (UK) also Guinnless isn't good for you. - HeinekenHeinekenHeineken is a Dutch beer which has been brewed by Heineken International since 1873. It is available in a 4.6% alcohol variety in countries such as Ireland. It is the flagship product of the Heineken company and is made of purified water, malted barley, hops, and yeast. In 1886 H...
- Refreshes the parts other beers cannot reach (UK, 1970s-2005) - John Deere Tractor - Nothing runs like a Deere.
- Kay Jewelers - Every kiss begins with Kay
- Kellogg's Frosted Flakes - They're gr-r-reat! (US, 1950s)
- Kodak - Share moments. Share life. (US, 1990s)
- KFCKFCKFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global...
- Finger-lickin' good! (US, 1952) - L'OrealL'OréalThe L'Oréal Group is the world's largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine, France, it has developed activities in the field of cosmetics...
- Because I'm worth it - Macy's - Way to shop
- Maxwell House coffeeMaxwell HouseMaxwell House is a brand of coffee manufactured by a like-named division of Kraft Foods. Introduced in 1892, it is named in honor of the Maxwell House Hotel in Nashville, Tennessee. For many years until the late 1980s it was the largest-selling coffee in the U.S. and is currently second behind...
- Good to the last drop. (US, 1907) - M&M'sM&M'sM&M's are dragée-like "colorful button-shaped candies" produced by Mars, Incorporated...
- Melts in your mouth, not in your hands. (US, 1954) - McDonald'sMcDonald'sMcDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948...
- List of McDonald's ad programs - Nabisco NabiscoNabisco is an American brand of cookies and snacks. Headquartered in East Hanover, New Jersey, the company is a subsidiary of Illinois-based Kraft Foods. Nabisco's plant in Chicago, a production facility at 7300 S...
- Nibble a Nab for a nickle - New York State - I [heart] New York
- NikeNike, Inc.Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
- Just do it. (1988) - NOKIANokiaNokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki...
- Connecting people - PersilPersilPersil is a brand of laundry detergent currently and originally made by Henkel & Cie; but which is now also licensed for manufacture, distribution, and marketing in several countries by the Unilever Corporation. Henkel and Unilever both manufacture their own formulations...
washes whiter (UK, 1958) - Office Max - Relentless focus on you
- RaidRaid (insecticide)Raid is the brand name of a line of insecticides produced by SC Johnson, first launched in 1956.The initial active ingredient was the first synthetic pyrethroid, allethrin...
- Kills bugs dead (US, 1966) - Rice Crispies - Snap Crackle Pop Rice Crispies
- SamsungSamsungThe Samsung Group is a South Korean multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea...
- Everyone's invited - SkittlesSkittlesSkittles may refer to:*Skittles , a small candy made in many flavors*Skittles , the game from which bowling originated*Skittles , a casual chess game in chess jargon...
- Taste the rainbow - SonySony, commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate measured by revenues....
- like.no.other make.believe - Southwestern Bell Yellow PagesSouthwestern Bell Yellow PagesSouthwestern Bell Yellow Pages, nicknamed "SWBYP'S" , was formed in 1984 upon the breakup of AT&T. SWBYP'S also referred to the following publishing/advertising companies of Southwestern Bell Corp./SBC Communications:...
- Let your fingers do the walking. (US, 1962) - TescoTescoTesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...
- Every little helps; The price is dropping on your weekly shopping. (UK) - Timex watchTimex GroupTimex Group B.V., or Timex Group, is a Dutch holding company headquartered in Hoofddorp, the Netherlands, and the corporate parent of several watchmaking companies around the globe including Timex Group USA, Inc., TMX Philippines, Inc., and Timex Group India Ltd...
- Takes a licking and keeps on ticking. - The Partnership for a Drug-Free America - This is your brain. This is your brain on drugs. Any questions? (US, 1987)
- T-MobileT-MobileT-Mobile International AG is a German-based holding company for Deutsche Telekom AG's various mobile communications subsidiaries outside Germany. Based in Bonn, Germany, its subsidiaries operate GSM and UMTS-based cellular networks in Europe, the United States, Puerto Rico and the US Virgin Islands...
- Stick Together - ToonamiToonamiToonami was a registered trademark of Cartoon Network, used initially for action-oriented programming blocks on Cartoon Network television channels worldwide, mostly showing American cartoons and Japanese anime, originating in the United States on March 17, 1997 and ended on September 20, 2008.The...
- The revolution will be televised - Toys 'R Us - I don't wanna grow up, I'm a Toys R Us kid (US 1982)
- United AirlinesUnited AirlinesUnited Air Lines, Inc., is the world's largest airline with 86,852 employees United Air Lines, Inc., is the world's largest airline with 86,852 employees United Air Lines, Inc., is the world's largest airline with 86,852 employees (which includes the entire holding company United Continental...
- Fly the friendly skies. (US, 1966) - United Negro College FundUnited Negro College FundThe United Negro College Fund is an American philanthropic organization that fundraises college tuition money for black students and general scholarship funds for 39 private historically black colleges and universities. The UNCF was incorporated on April 25, 1944 by Frederick D. Patterson , Mary...
- A mind is a terrible thing to waste. (US, 1972) - Verizon - Rule the Air
- Wal-MartWal-MartWal-Mart Stores, Inc. , branded as Walmart since 2008 and Wal-Mart before then, is an American public multinational corporation that runs chains of large discount department stores and warehouse stores. The company is the world's 18th largest public corporation, according to the Forbes Global 2000...
- Always Low Prices; Save money. Live better. (US) - WheatiesWheatiesWheaties is a brand of General Mills breakfast cereal. It is well known for featuring prominent athletes on the exterior of the package, and has become a major cultural icon...
- Breakfast of Champions - Xbox 360Xbox 360The Xbox 360 is the second video game console produced by Microsoft and the successor to the Xbox. The Xbox 360 competes with Sony's PlayStation 3 and Nintendo's Wii as part of the seventh generation of video game consoles...
- life's short, play more
See also
- AdvertisingAdvertisingAdvertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
- Impulse buying
- Impulse (psychology)Impulse (psychology)An impulse is a wish or urge, particularly a sudden one. It can be considered as a normal and fundamental part of human thought processes, but also one that can become problematic, as in a condition like obsessive-compulsive disorder....
- TaglineTaglineA tagline is a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product , or to reinforce the audience's memory of a product...