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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 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:
- tells 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 and crisp statement
- is often 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, 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 competition entrants
as a means of elimination in trade competitions. 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.
Edited by JM. This article is licensed under
the GNU Free Documentation License (http://www.gnu.org/copyleft/fdl.html).
It uses material from Wikipedia (http://en.wikipedia.org/wiki/Advertising_slogan)