Effective Slogans
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 witty
- adopts a distinct "personality" of its own
- gives a credible impression of a brand or product
- makes the consumer feel "hot" or...
- 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
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Famous quotes containing the words effective and/or slogans:
“Fine art is the subtlest, the most seductive, the most effective instrument of moral propaganda in the world, excepting only the example of personal conduct; and I waive even this exception in favor of the art of the stage, because it works by exhibiting examples of personal conduct made intelligible and moving to crowds of unobservant unreflecting people to whom real life means nothing.”
—George Bernard Shaw (1856–1950)
“The art of the critic in a nutshell: to coin slogans without betraying ideas. The slogans of an inadequate criticism peddle ideas to fashion.”
—Walter Benjamin (1892–1940)