Advertising slogan

The slogan on the sign reads: "Modern Version of Ganymede" Introduction of Budweiser Beer to the Gods.^{[note 1]} ---- The original Anheuser-Busch ad as it appeared in the February 1906 issue of Theatre Magazine.

Advertising slogans^[1][2] are short, memorable groups of words used in advertising campaigns.^{[3][4][5][6][7]} The advertising phrases are means of drawing attention to one distinctive feature (an aspect of a product).^{[note 2]} The purpose is to emphasize a phrase that an entity wishes to be remembered by;^[8][9] Particularly, for marketing a specific corporate image; Or, connection to a business product or consumer base.^[10][11]

Some slogans are created just for specific limited-time campaigns; others are intended as a corporate slogan, to be used for extended periods. Various slogans start out as the former, and are, over time, converted into the latter as ideas take hold with the public. Some advertising slogans are memorable after general use is discontinued.

Etymology and nomenclature

According to the 1913 Webster's Dictionary, a slogan (/ˈsloʊɡən/) derives from the Gaelic "sluagh-ghairm" (an army cry). It has come to mean in its contemporary sense, a distinctive advertising motto, or advertising phrase, used by any entity to convey a purpose or ideal; Or, a catchphrase. Taglines, tag lines, or tags are American terms for brief public communication promoting products and services. In the UK they are called end lines, endlines, or straplines.^[12] In Japan, they are called catchcopy (キャッチコピー kyachi kopī) or catch phrase (キャッチフレーズ kyachi furēzu).

Functional slogans

A marketing slogan can play a part in the interplay between rival companies.^[13] A functional slogan usually:^{[14][15][16][17][18]}

• states product benefits (or brand benefits) for users (or potential buyer)^[19]
• implies a distinction between it and other firms' products^[20][21] — of course, within the usual legal constraints
• makes a simple, concise,^{[note 3]} clearly defined, and appropriate statement
• is witty; Or, adopts a distinct "personality"^{[note 4]}
• gives a credible impression of a brand or product^{[note 5]}
• makes the consumer experience an emotion; Or, creates a need or desire^{[note 6]}
• is hard to forget — it adheres to one's memory^{[note 7]}

The business sloganeering process communicates the value of a product or service to customers, for the purpose of selling the product or service. It is a business function for attracting customers.

Social control

Advertising slogans as a system of social control include devices similar to watchwords, catchwords, and mottoes.^{[note 8][11]} Advertising slogans have extended into other areas, such as politics and religion.^[11] Fountainheads of strength are found in such features as antithesis, alliteration, euphoniousness, punning, obviousness, and brevity.^[11] The use of slogans may be examined in so far as the slogans continue unconscious and unintentional responses.^[11]

See also

• Advertising (Consumerism)
• Impulse buying (Impulse)
• Product planning (Integrated marketing communications)
• Political campaign (Campaign advertising; Political slogan)
• Military campaign (Military slogans, German military terms)

References

Citations

1. Advertising slogans of America. By Harold S. Sharp. Scarecrow Press, Incorporated, 1984.
2. "The Slogan And Its Uses". Fame, Volume 26. By Artemas Ward. A. Ward, 1917. p135
3. "Offensive Signs Discarded In England. Billboard Advertising Is Gradually Disappearing And Being Replaced By Newspaper Space Which Has Grown In Importance." Fourth Estate: A Weekly Newspaper for Publishers, Advertisers, Advertising. By Frank H. Lancaster, Ernest F. Birmingham. Fourth Estate Publishing Company, 1922. V21:p7
4. How to Advertise a Bank. A.W. Shaw Company, 1914
5. "Rural Banking And Currency Reform". United States Congressional serial set, Issue 6536. 1913. p129.
6. "Haverhill ". Boot and Shoe Recorder, Volume 60. Chilton Company, 1911. p+
7. "The Slogan That Stresses the Words “Bottled” and “Carbonated”". By Waldon Fawcett. Brewers Journal, Volume 58. Gibson Publishing Company, 1922. V2:p57 (See also, V1:p63)
8. "Motto As Foundation of Good-Will. Recent Official Decision Emphasizes Importance of Selecting a Slogan That May Be Monopolized." The American Cutler, Official Organ of the Cutlery Industry. 1921. V2:p39
9. "Use Of Slogans". Standard advertising course for printers. By United Typothetae of America. Committee on education. 1919. p151
10. Sean Brierley (2002). The advertising handbook. Routledge. ISBN 0-415-24391-2.
11. "Slogans As A Means Of Social Control". By Frederick E. Lumley. Papers and Proceedings of the American Sociological Society, Volume 16, 1921. p. 121–134.
12. "The Art and Science of the Advertising Slogan". Adslogans.co.uk. Archived from the original on 24 April 2011. Retrieved 2011-03-28.
13. "Trade Marking Of Canned Products". By Waldon Fawcett. Canning Age, Volume 1. National Trade Journals, Incorporated, 1920. p32
14. The Effectiveness of a Slogan in Advertising. Engineering and Contracting, Volume 29. Myron C. Clark Publishing Company, 1908. p315
15. "Trade-Marks, Trade Names, Slogans and Distinctive Package Designs." Making Advertising Pay. By Harold Francis Eldridge. p62+100.
16. Building Supply News, Volume 12. Cahners Publishing Company, 1922. p104
17. The Mind of the Buyer: A Psychology of Selling. By Harry Dexter Kitson. Macmillan, New York, 1921 OCLC 2483371
18. Effective extension circular letters: how to prepare and use them. By Henry Walter Gilbertson. U.S. Dept. of Agriculture, 1941.
19. Everything I Know about Marketing I Learned From Google. By Aaron Goldman. McGraw Hill Professional, 2010, ISBN 978-0-07-174289-4
20. "How the Trade Paper Unites Advertiser and Subscriber and Builds Up Commerce". By Elbert Hubbard. The American Contractor, Volume 35. F. W. Dodge Corporation, 1914. V2:p126
21. "Making Better Box, Not Cheaper Boxes" Ought to be Slogan of the Day — Much Valuable Data Available. Packages, Volume 22, December Issue, p. 21, 1919

Notes

1. Ad campaign featuring Ganymede bringing Bud to the Gods, based on a drawing by F. Kirchbach.
2. Or, attract notice and focus on more features.
   See also: Software feature, Feature-oriented programming
3. Including all important information.
4. Or, an externally evident aspects.
5. See also: brand recognition
6. See also: Aspirational brand
7. Whether one likes it or not; Especially if accompanied by mnemonic devices (such as jingles, ditties, pictures or film)
8. The slogan comes from the Scotch and originated in the clans wars for the objective of control.

External articles

• Quotations related to Advertising slogan at Wikiquote
• The Advertising Slogan Hall of Fame, www.adslogans.co.uk
• Advertising Industry Guidelines 2014