Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.
According to the 1913Webster's Dictionary, aslogan derives from theScottish Gaelic "sluagh-ghairm", abattle cry. Its contemporary definition denotes a distinctive advertising motto or advertising phrase used by any entity to convey a purpose or ideal. This is also known as acatchphrase.Taglines, ortags, are American terms describing brief public communications to promote certain products and services. In the UK, they are calledend lines orstraplines.[1] In Japan, advertising slogans are calledcatch copy (キャッチコピー,kyatchi kopī) orcatchphrase (キャッチフレーズ,kyatchi furēzu).
Most corporateadvertisements are short, memorable phrases, often between three and five words.[2] Slogans adopt different tones to convey different meanings. For example, funny slogans can enliven conversation and increase memorability.[3] Slogans often unify diverse corporate advertising pieces across different mediums.[2] Slogans may be accompanied by logos, brand names, or musical jingles.[4]
In August 1859,Thomas Beecham, founder of the British firmBeechams, created a slogan forBeecham's Pills: "Beechams Pills: Worth aguinea a box", which is considered to be the world's first advertising slogan, helping the company become a global brand.[5] The phrase, which first appeared in a Beechams advertisement in theSt Helens Intelligencer, was first said to be uttered by a satisfied lady purchaser fromSt Helens, Lancashire, the founder's home town.[6][7]
Someslogans are created for long term corporate identity processes, while others are interested in specific limited-time campaigns. However, since someideas resonate with thepublic with persistence, many advertising slogans retain their influence even after general use is discontinued. If an advertising slogan enters into the public vernacular, word-of-mouth communication may increase consumer awareness of the product and extend an ad campaign's lifespan,[8] or cause a company to adopt it for long term advertising and identity.
Slogans that associate emotional responses or evoke recollections of memories increase their likelihood of being adopted by the public and shared.[8] Additionally, by linking a slogan to a commonplace discussion topic (e.g.stress,food,traffic), consumers will recall the slogan more often and associate the corporation with their personal experiences.[8]
If a slogan is adopted by the public, it can have a notable influence on everyday social interaction. Slogans can serve as connection points between community members as individuals share pithy taglines in conversation.[8] In contrast, if an individual is unaware of a popular slogan or tagline, they can be socially excluded from conversation and disengage from the discussion.[8]
Advertising slogans as a system of social control include devices similar towatchwords, catchwords, andmottoes.[9] The use of slogans may be examined insofar as the slogans elicit unconscious and unintentional responses.[9]
Quantifying the effects of an effective, or ineffective, ad campaign can prove challenging to scholars. Critics argue taglines are a self-gratifying, unnecessary form of corporate branding that is neither memorable nor pithy.[2] However, proponents argue if taglines enter everyday public discourse, the company's market influence could exponentially increase.[2]
A marketing slogan can play a part in the interplay between rival companies.[10] A functional slogan usually:[11][12][13][14][15]
The businesssloganeering process communicates the value of a product or service to customers, to sell the product or service. It is a business function for attracting customers.
Quotations related toAdvertising slogan at Wikiquote