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A Look at Slogans
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
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
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
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
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 New York" (NYC)
Message behind slogan: New York is a special place,
everyone loves NY, you should come and visit, you will love
Slogan: "See what brown can do for you"
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"
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
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.
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and podcasts.
In addition Sharon manages marketing for RecordForAll http://www.recordforall.com
audio recording and editing software.