Advertising slogan

According to the 1913 Webster's Dictionary, a slogan (/ˈsloʊɡən/) derives from the Scottish Gaelic "sluagh-ghairm", a battle 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 a catchphrase. Taglines, or tags, are American terms describing brief public communications to promote certain products and services. In the UK, they are called end lines or straplines.[1] In Japan, advertising slogans are called catch copy (キャッチコピー, kyatchi kopī) or catchphrase (キャッチフレーズ, kyatchi furēzu).

Most corporate advertisements 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]

"Beechams Pills: Worth a guinea a box" slogan from August 1859

Beecham's Pills' "Beechams Pills: Worth a guinea a box" from August 1859, is considered to be the world's first advertising slogan.[5]

Some slogans are created for long term corporate identity processes, while others are interested in specific limited-time campaigns. However, since some ideas resonate with the public 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,[6] 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.[6] 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.[6]

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.[6] 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.[6]

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.[8] A functional slogan usually:[9][10][11][12][13]

• states product benefits (or brand benefits) for users (or potential buyers)[14]
• implies a distinction between it and other firms' products[15]—with constraints
• makes a simple, concise,[note 1] clearly defined, and appropriate statement
• is either witty, or has a distinct "personality"[note 2]
• gives a credible impression of a brand or product[note 3]
• makes the consumer experience an emotion; Or, creates a need or desire[note 4]
• is hard to forget—it adheres to one's memory[note 5]

The business sloganeering 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.

• Advertising (Consumerism)
• Consumer confusion
• Impulse buying (Impulse)
• List of slogans
• Media manipulation
• Political slogan
• Promotion (marketing)
• Tagline
• Visual marketing

• Knowles, Elizabeth, ed. (2007). "Advertising slogans". Oxford Dictionary of Modern Quotations (3rd ed.). Oxford University Press. pp. 3-4. ISBN 978-0-19-920-8951.

• Quotations related to Advertising slogan at Wikiquote
• The Advertising Slogan Hall of Fame, www.adslogans.co.uk
• Advertising Industry Guidelines 2014
• Advertising Slogans