About Slogans

1. GROUP MEMBERS
MUHAMAMD ASAD SIDDIQUI
SAAD IDREES
SHAHNILA MOIZ
RUSHNA BATOOL
SIDRA
TOPIC NAME :

3. INTRODUCTION
A slogan is a memorable motto or phrase used in a political, commercial,
religious, and other context as a repetitive expression of an idea or purpose.
Another definition of a Slogan as “a short or memorable phrase used in
advertising.”(Stevenson, 2010).
A slogan usually has the attributes of being memorable, very concise and
appealing to the audience. (Lim & Loi, 2015).
These attributes are necessary in a slogan as it is only a short phrase usually
and therefore it is necessary for slogans to be memorable.

4. A slogan is an advertising tag-line or phrase that
advertisers create to visually expresses the importance
and benefits of their product.

5. HISTORY
The history of slogans goes back to ancient times. Slogans came into existence
very early, when individuals grouped together into tribes for shared protection.
We have just brand slogans here :
“Just Do It”
Spree killer Gary Gilmore, who received the death penalty for murdering two people
in Utah in July, 1976. Just before a firing squad did their duty, Gilmore was asked if
he had any last words. “Let’s do it,” he simply said. When Dan Wieden of
Wieden+Kennedy was tapped to create a tagline for Nike a decade later, something
about Gilmore’s words just seemed to fit. “Let’s” was changed to “Just” to add a
dash of emphasis.

6. The word slogan is derived from slogorn which was an Anglicisation of
the Scottish Gaelic and Irish sluagh-ghairm (sluagh "army", "host"
+ gairm "cry").
Slogans may serve more as social expression of unified purpose than as
communication to an intended audience.
George E. Shankel’s (1941, as cited in Denton Jr, 1980) research states that,
english-speaking people began using the term by the 1704.
“The term at that time meant "the distinctive note” phrase or cry of any person
or body of persons." Slogans were common throughout the European continent
during the Middle Ages. They were utilized primarily as passwords to insure
proper recognition of individuals at night or in the confusion of battle.”
So the use of slogans has always been for very concise messages.

7. The term ‘slogan’ came into the English language about 1589 and signified “a word,
sentence, or phrase attached as a legend to an ‘impress’ or emblematic design.
Hence, more widely, a short sentence or phrase.
Richard Usborne said about slogan:
“a form of words for which memorability has been bought. It includes memorable
lines and phrases, mottoes and catchwords.
G.H. McKnight in his famous book ‘English Words and Their Background’
pinpoints on the elements why we use slogans? And in which occasions we use
slogans frequently?
They are:
• To speak-or to shout.
• To place oneself on a mental or moral or emotional level with ones public or
audience or on a friendly level with ones subject matter. let for ones thoughts,
feelings, emotions, protests, representations, etc.

8. GUIDELINES TO CREATE EFFECTIVE SLOGANS
Identification
A good slogan must stay consistent with the brand name. It’s better to
include the name of your business to it.
Memorable
Some of the best taglines or slogans are still being used today, even
though they were launched several years ago.
Beneficial
Reveal your purpose and benefits of the product by conveying the
message in consumer language. Turn bad into good. Create a positive
feeling for the consumers.

9. Differentiation
In an overcrowded market, slogan should be differentiate to others
at any particular parameter.
Keep it simple
Use proven words and short keywords. One word is usually not
enough.

10. A perfect slogan is suppose to promote a cause, name and define a product
as well as promising some benefits for the potential user or buyer. Plenty of
phrases will fail to promote the product or cause effectively.
Slogans must have simple, direct, crisp, concise and apt statements.
Slogans must adopt a distinct “personality” or “uniqueness” of its own.
A slogan must make the user feel its need and desire to register the mark or
identity.
A slogan helps in coordinating messages across all forms of communication.

11. HOW SLOGANS CAN BE SHADOWS FOR ANY BRAND
Slogan is sewed with your brand name and is used everywhere along
with it. So it technically works as a shadow for your brand name.
A brand name can not stand alone as compressed communication to
speak for the brand.
Brand slogans have a key role in communicating the essence of a brand.
Slogan is appealing as well as elaborate as compared to the one word
noun.
A phrase with a meaning is apparently easier for people to relate to
and remember thus the impact of brand noun is accentuated with its
shadow i.e. slogan.

12. WHAT SLOGAN ACTUALLY IS?
 Slogan should speak for the brand.
 Should represent the real essence of the brand.
 Slogans should touch user on an emotional level.
 Slogan should be predictable.
 Define the aim of product.

13. IMPACT ON BRANDING
Powerful slogans will be embedded into the minds’ of consumers,
which enhances better recall of the particular brand.
They increase the reliability of the brand.
Speaks for the brand/acts as a shadow for the brand.
Create a powerful identity.
Increase desirability for the brand
Builds and strengthens relationship between brands and customers:
Enhance customer loyalty.
 Emotional slogans appeal to consumers more

14. FUNCTIONS OF SLOGANS
Stating the product or brand benefits
Generates emotion or confidence about the product or brand
performance.
 Aspire to be catchy and memorable, to be immortalized as taglines in
our culture.

16. CONCLUSION
Slogans are the heart of brand.
It shows image of the brand.
It can be integral part of an image or ideology.
It makes us emotional because Emotional words will make an impact
on the user and cause them to remember your slogan and your message.