"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 tag line, 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 America)
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 America)
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 ? "(Wendy's)
Message behind slogan: Our competitors use small patties, but our burgers are big.
Slogan: "I love New York" (NYC)
Message behind slogan: New York is a special place, everyone loves NY, you should come and visit, you will love it too.
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 US.
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 tag line 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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