Advertising Slogan - Effective Slogans

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:

    “The atomic bomb certainly is the most powerful of all weapons, but it is conclusively powerful and effective only in the hands of the nation which controls the sky.”
    —Lyndon Baines Johnson (1908–1973)

    “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)