how ad slogans work adapted from article on howstuffworks.com by timothy foster
TRANSCRIPT
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How Ad Slogans Work
Adapted from article on HowStuffWorks.com
by Timothy Foster
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What is a slogan?
a distinctive cry, phrase, or motto of any party, group, manufacturer, or person
synonyms: catchword; catch phrase; motto
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Slogans Are Also Called…
tags, tag lines, or taglines (USA) end lines, endlines, or straplines (UK) claims (Germany) signatures (France) pay-offs or payoffs (Netherlands) ADSlogans Unlimited calls them “slogos” (the
slogan by the logo).
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What Makes the Perfect Slogan?
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Memorability!
puns– Every kiss begins with Kay.®
rhymes– Don’t get mad. Get GLAD.
Jingles– Bahdap bop bah bahhhh… I’m lovin’ it.
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Includes a key benefit!
Karry-Lite: Takes the 'lug' out of luggage. Polaroid: The fun develops instantly.
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Differentiate the brand!
Sets the brand apart from the competition or shows its “uniqueness”:– FedEx: When it absolutely, positively has to be
there overnight.– Bounty: The quilted quicker picker upper.– Wendy’s: It’s better than fast food, it’s Wendy’s.
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Impart positive feelings!
I’m lovin’ it! The best tires in the world have Goodyear
written all over them.
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Should not be usable by a competitor!
“Simply the best.” Over 25 companies are currently using this as their slogan!
Hertz puts you in the driver’s seat cannot be used by any other rental car company.
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How many of the features of a “perfect slogan” do these slogans have?
“You'll wonder where the yellow went when you brush your teeth with Pepsodent.”
“Every kiss begins with Kay.”®