How Ad Slogans Work

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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
• Dont get mad. Get GLAD.
• Jingles
• Bahdap bop bah bahhhh Im 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.
• Wendys Its better than fast food, its Wendys.

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Impart positive feelings!

• Im 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 drivers 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.