A Look at Slogans
by: Sharon
Housley
Let's take a look at slogans and how just a few words can say volumes. A slogan
is a memorable phrase used in conjunction with a political, commercial, or
religious advertisement. Slogans are used to convey a deeper meaning. Slogans
can be used to elicit emotions, or the slogan might paint a visual image that
implies something more.
When considering a slogan or a tagline, keep in mind your objectives. What
image do you wish to portray? Slogans should be short, but not to the point of
being pithy. Slogans should conjure positive images and distinguish the value
your company or product provides.
The best way to analyze slogans is to look at a few.
Slogan: "The toughest job you will ever love" (Peace Corps)
Message behind slogan: This is much more than just a job; it takes heart to be
in the Peace Corps; join the Peace Corps and you will be a better person. This
job is not about money it is about helping people.
Slogan: "Be Seen, Be Sold" (Shareware Promotions)
Message behind slogan: Being found on the Internet is not easy. Use us to be
found on the Internet."
Slogan: "You could learn a lot from a dummy. Buckle up" (National
Highway Traffic Safety Admin)
Message behind slogan: Learn from test dummies, be safe and buckle up.
Slogan: "Parents who use drugs have kids who use drugs" (The
Partnership for a Drug-free
Message behind slogan: Model what you preach, do you
want your children to do drugs? It is your responsibility to model appropriate
behavior for your children.
Slogan: "This is your brain on drugs" (The Partnership for a
Drug-free
Message behind slogan: Do you know what this stuff does to you? Taking drugs is
stupid.
Slogan: "A diamond is forever" (DeBeers '1948)
Message behind slogan: Diamonds represent marriage, marriage should be forever.
If you really want your marriage to last it should be sealed with a diamond.
Slogan: "It takes a licking and keeps on ticking" (Timex Corp)
Message behind slogan: It does not get any more durable than this, other
watches can not stand up, but Timex will endure regardless of the treatment.
Slogan: "For all you do, this Bud's for you" (Budweiser)
Message behind slogan: After a long hard day, drink beer to relax.
Slogan: "Where's the beef ? "(Wendys)
Message behind slogan: Our competitors use small patties, but our burgers are
big.
Slogan: "I love
Message behind slogan:
Slogan: "See what brown can do for you" (UPS)
Message behind slogan: We do more than just ship packages,
we have additional offerings and can do more than just ship.
Slogan: "The few, the proud, the Marines" (US Marines)
Message behind slogan: We are a select group of very special individuals. Do
you want to be elite? Take pride in representing the
Slogan: "Friends don't let friends drive drunk"
Message behind slogan: You will die if you drive drunk. It is your
responsibility to protect your friends. Be responsible, don't let people drive
drunk.
Effective slogans leave impressions in the minds of people who see or hear the
slogans. Often slogans will have hidden meanings, or be a play on words. The
goal of the slogan creator should be to create a memorable tagline that conveys
a key benefit or differentiates the brand. Slogans will often help position the
product or service in the marketplace. Slogans with just a few words can
indicate superior value, excellence, or inspiration.
A business identity and image conveyed through a short statement will affect
the way that consumers, competitors and others in the industry perceive your
business. Slogans will distinguish your company in a unique way. Words are
powerful, and if used properly, they can be an important sales tool.
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About The Author Sharon Housley
manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and podcasts.
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