Advertising slogan

Template:Short description Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.

Etymology and nomenclatureEdit

According to the 1913 Webster's Dictionary, a slogan derives from the Scottish Gaelic "Template:Wikt-lang", 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.<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> In Japan, advertising slogans are called Template:Nihongo or Template:Nihongo.

FormatEdit

Most corporate advertisements are short, memorable phrases, often between three and five words.<ref name=":1">Template:Cite journal</ref> Slogans adopt different tones to convey different meanings. For example, funny slogans can enliven conversation and increase memorability.<ref name=":0">Template:Cite news</ref> Slogans often unify diverse corporate advertising pieces across different mediums.<ref name=":1" /> Slogans may be accompanied by logos, brand names, or musical jingles.<ref>Template:Cite journal</ref>

HistoryEdit

File:Beechams Pills. Worth a guinea a Box from August 1859.jpg

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

In August 1859, Thomas Beecham, founder of the British firm Beechams, created a slogan for Beecham's Pills: "Beechams Pills: Worth a guinea a box", which is considered to be the world's first advertising slogan, helping the company become a global brand.<ref>Template:Cite news</ref> The phrase, which first appeared in a Beechams advertisement in the St Helens Intelligencer, was first said to be uttered by a satisfied lady purchaser from St Helens, Lancashire, the founder's home town.<ref>Template:Cite news</ref><ref>Template:Cite book</ref>

UseEdit

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,<ref name=":2">Template:Cite journal</ref> 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.<ref name=":2" /> 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.<ref name=":2" />

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.<ref name=":2" /> 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.<ref name=":2" />

Social controlEdit

Advertising slogans as a system of social control include devices similar to watchwords, catchwords, and mottoes.<ref name="SaaMoSC">"Slogans As A Means Of Social Control". By Frederick E. Lumley. Papers and Proceedings of the American Sociological Society, Volume 16, 1921. p. 121–134.</ref> The use of slogans may be examined insofar as the slogans elicit unconscious and unintentional responses.<ref name="SaaMoSC" />

The ongoing argumentEdit

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.<ref name=":1" /> However, proponents argue if taglines enter everyday public discourse, the company's market influence could exponentially increase.<ref name=":1" />

Functional slogansEdit

Template:Further

A marketing slogan can play a part in the interplay between rival companies.<ref>"Trade Marking Of Canned Products". By Waldon Fawcett. Canning Age, Volume 1. National Trade Journals, Incorporated, 1920. p.32.</ref> A functional slogan usually:<ref>The Effectiveness of a Slogan in Advertising. Engineering and Contracting, Volume 29. Myron C. Clark Publishing Company, 1908. p.315.</ref><ref>"Trade-Marks, Trade Names, Slogans and Distinctive Package Designs." Making Advertising Pay. By Harold Francis Eldridge. p.62.</ref><ref>Building Supply News, Volume 12. Cahners Publishing Company, 1922. p.104.</ref><ref>The Mind of the Buyer: A Psychology of Selling. By Harry Dexter Kitson. Macmillan, New York, 1921, Template:OCLC.</ref><ref>Effective extension circular letters: how to prepare and use them. By Henry Walter Gilbertson. U.S. Dept. of Agriculture, 1941.</ref>

states product benefits (or brand benefits) for users (or potential buyers)<ref>Everything I Know about Marketing I Learned From Google. By Aaron Goldman. McGraw Hill Professional, 2010, Template:ISBN.</ref>
implies a distinction between it and other firms' products<ref>"Making Better Box, Not Cheaper Boxes" Ought to be Slogan of the Day — Much Valuable Data Available. Packages, Volume 22, December Issue, 1919, p.21.</ref>—with constraints
makes a simple, concise,<ref group="note">Including all important information.</ref> clearly defined, and appropriate statement
is either witty, or has a distinct "personality"<ref group="note">Or, an externally evident aspect.</ref>
gives a credible impression of a brand or product<ref group="note">See also: Brand recognition.</ref>
makes the consumer experience an emotion; or, creates a need or desire<ref group="note">See also: Aspirational brand.</ref>
is hard to forget—it adheres to one's memory<ref group="note">Whether one likes it or not; especially if accompanied by mnemonic devices (such as jingles, ditties, pictures or film).</ref>

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.