Advertising slogan





Advertising slogans are claimed to be, and often prove to be , the most
effective means of drawing attention to one or more aspects of a product.
Typically they make claims about being the best quality, providing an
important benefit or solution, or being most suitable for the potential
customer.

At the start of World War I, when modern advertising was in its infancy, a
famous poster called on young British men to heed the need expressed by one
of Britain's foremost soldiers, Lord Horatio Kitchener, and volunteer to
serve their country. The famous slogan "Your Country Needs You" was heard
around the world. Still today America uses a variant of this slogan (Uncle
Sam needs You, or The Army needs you).

Advertising slogans often play a large part in the interplay between rival
companies. An effective slogan usually:

   * states the main benefits of the product or brand for the potential user
     or buyer
   * implies a distinction between it and other firms' products - of course,
     within the usual legal constraints
   * makes a simple, direct, concise, crisp, and apt statement
   * is often witty, if it is required as not all advertising slogans are
     meant to be witty
   * adopts a distinct "personality" of its own
   * gives a credible impression of a brand or product
   * makes the consumer feel "good"
   * makes the consumer feel a desire or need
   * is hard to forget - it adheres to one's memory (whether one likes it or
     not), especially if it is accompanied by mnemonic devices, such as
     jingles, ditties, pictures or film sequences on televised commercials.

Usually, slogans are created as advertising copy by professional writers
among whom writers of serious literature, such as novelists may be found at
times. On the other hand slogans often originate as tiebreakers created by
"compers" or competition entrants as a means of elimination in trade
competitions, often combined with a submitted proof of purchase of the
company's product.

Advertising slogans are subject to ethical constraints and are often viewed
with reservations, if not actual misgivings by official bodies, such as the
Advertising Standards Authority in the UK, or the European Advertising
Standards Alliance who claim to have a responsibility to the public good and
whose decision making follows an Advertising Code. Similar organizations
exist in Canada, Ireland, New Zealand, Australia, South Africa, as well as
other countries.