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. 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.^[1]

[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 be 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

[edit] Well-known slogans

• A glass and a half in every half pound, Cadburys milk chocolate ^[2]
• Gillette - the best a man can get ^[3]
• Guinness is good for you ^[4]
• Heineken refreshes the parts other beers cannot reach ^[5]
• Persil washes whiter ^[6]
• Sure as the sunrise, Albion Motors ^[7]

[edit] References

[edit] See also

• Advertising

Advertising slogan - En savoir plus

• Encyclopédie Recherche.fr - Advertising slogan

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