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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]
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
Well-known slogans
References
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See also
↑ Template:Citebook
↑ "Cadbury Global :: Our Brands :: Information about Cadbury Diary Milk". Cadbury.com. http://www.cadbury.com/OURBRANDS/FEATUREBRANDS/Pages/CadburyDairyMilk2.aspx. Retrieved 2010-02-21.
↑ "Gillette 'The Best A Man Can Get' TV ad - 60 sec advert". Tellyads.com. 2007-09-26. http://www.tellyads.com/show_movie.php?filename=TA5242. Retrieved 2010-02-21.
↑ Museum of London. "Search catalogue". Museum of London. http://www.museumoflondon.org.uk/English/Collections/OnlineResources/X20L/objects/record.htm?type=object&id=719262. Retrieved 2010-02-21.
↑ "Heineken...Refreshes the parts other beers cannot reach on Flickr - Photo Sharing!". Flickr.com. http://www.flickr.com/photos/crispymo/133745264/. Retrieved 2010-02-21.
↑ "Persil 'Persil Washes Whiter' TV ad - 15 sec advert". Tellyads.com. 2007-09-26. http://www.tellyads.com/show_movie_vintage.php?filename=VA0289. Retrieved 2010-02-21.
↑ http://www.albion-trust.org.uk/
