Advertising slogan

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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.

1 Effective slogans
2 Slogan writers
3 Ethical issues
- 3.1 List of slogans
4 See also

[edit] 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

[edit] 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.

[edit] 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.