1. SLOGANS
Advertising slogans are claimed to be, and often are proven to be, the
most effective means of drawing attention to one or more aspects of a
product or products. Typically they make 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.
What makes an effective slogan?
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.
2. Top Ten Rejected Product Slogans
Rice Krispies: Snap, Crackle, Pop, and Meow
Folger’s: Now with one percent less bug parts allowed.
Ozarka: Fresh from the Ozark Mountains. No, not where Deliverance
was filmed.
Nike: The swish makes you cooler than the poor kids.
McDonald’s: We don’t even need to advertise anymore. Apparently we
can say random crap and you’ll still eat here. So neener-neener, hey
nonny hey, oogy-boogy.
Budweiser: Daddy drinks because you cry.
Ford: Built strong to last until right after you have it paid off.
Pepsi: Holding strong as America’s second favorite cola!
Red Bull: Gives you warts.
SPCA Humane Society: Get here quick before we murder all the good
ones
Product Slogans That Never Quite Caught On
Microsoft: "How much are you going to pay today?"
Eggs: "The Incredible Edible Ovum."
MTV: "Loud and easy to spell."
Saks Fifth Avenue: "You Could Shop Here if You're Poor, But That
Would be Stupid."
Iguana: "The other green meat."
Nike: "Just buy the damn shoes, you flabby spineless lump!"
Daisy Air Rifles: "Keeping kids off your lawn for over forty years."
Canon Photocopiers: "Quit calling them Xeroxes, dammit!"
Pepto Bismol: "Squash the Squirts!"
Apple Macintosh: "Hey, we thought of it first!"
Radio Shack: "You've got questions, we've got geek losers!"
