Text 7 Slogans

A slogan is a memorable phrase used in a political, commercial, religious and other context as an expression of an idea or purpose. Slogans are the most effective means of drawing attention to one or more aspects of a product or products, making claims about being the best quality, the tastiest, cheapest, most nutritious, providing an important benefit or solution, or being most suitable for the potential customer. Marketing slogans are often called taglines in the United States or straplines in the U.K. Europeans use the terms baselines, signatures or claims.

Advertising slogans often play a large part in the interplay between rival companies. Advertising slogans can take several different communication approaches:

• Descriptive: makes a simple, direct, concise statement for an uncommon or confusing product or an unusual brand name to add clarity.

• Benefit Based: states the main benefits of the product or brand for the potential user or buyer. Help customers visualize the brand's key value by focusing attention on a benefit.

• Point of Difference: implies a distinction between it and other firms' products. In a highly competitive market place, moving beyond the benefit to what makes the brand better can help it stand out.

• Witty Catchphrase: Some brands have achieved places in pop culture with catchphrases that have caught fire.

• Personality: gives a credible impression of a brand or product. Some of the more famous taglines can establish the brand's personality or the corporate image.

• Visionary: is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by ditties, pictures or film sequences on televised commercials. A tagline that evokes the mission or vision of the company can be very effective.

• Provocative or Motivating: Telling customers what to do or why a brand is important, can motivate action, makes the consumer feel a desire or need

Here are some example slogans:

• "Get the London look" - Rimmel

• "Because you're worth it" – L`Oreal

• "Connecting people" - Nokia

• "I'm lovin' it" – McDonald`s

• "Just do it" - Nike

• " Think different” - Apple (after IBM's internal slogan "Think!")

Nowadays slogans are effective political devices. A political slogan generally expresses a goal or aim, often summarizes the essence of a platform effectively.

Here are several political slogans:

• A Chicken in Every Pot. A car in every garage. — 1928 Republican presidential campaign slogan of Herbert Hoover.

• Don’t stop thinking about tomorrow, Putting People First — Bill Clinton

• Power to the people — A frequent slogan of Socialist movement

Question:

1. What does the term “slogan” mean?

2. Why do slogans considered the most effective means of drawing attention?

3. How are marketing slogans called in the United States, the U.K and Europe?

4. What are the communication approaches of advertising slogans?

5. What does Descriptive approach of slogans imply?

6. What does Benefit Based approach of slogans imply?

7. What does Point of Difference approach of slogans imply?

8. What do Witty Catchphrase and Visionary approaches of slogans imply?

9. What do Personality and Motivating approaches of slogans imply?

10. Why do politicians use slogans?