How Ad Slogans Work

Adapted from article on HowStuffWorks.com

by Timothy Foster

What is a slogan?

a distinctive cry, phrase, or motto of any party, group, manufacturer, or person

synonyms: catchword; catch phrase; motto

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).

What Makes the Perfect Slogan?

Memorability!

puns– Every kiss begins with Kay.®

rhymes– Don’t get mad. Get GLAD.

Jingles– Bahdap bop bah bahhhh… I’m lovin’ it.

Includes a key benefit!

Karry-Lite: Takes the 'lug' out of luggage. Polaroid: The fun develops instantly.

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.

Impart positive feelings!

I’m lovin’ it! The best tires in the world have Goodyear

written all over them.

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.

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.”®