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adslogans_artscience

adslogans_artscience

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Published by: marian.j.87 on Oct 16, 2010
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The Art and Science of the Advertising SloganADSlogans Unlimited © Timothy R. V. Foster 2001
1
From the website of ADSlogans Unlimitedwww.adslogans.co.ukPermission is granted for educational institutions and other non-commercialusers to reproduce and circulate this copyrighted article provided that the above text,in its entirety, is included on the first page.We would appreciate hearing from you if you do this. Please email us and advise.
The Art & Science of the Advertising Slogan
by Timothy R V Foster (© 2001)
ADSlogans Unlimited is a service of Timothy R. V. FosterE-Mail: info@adslogans.co.ukPhone: +44 (0)208 763 2225Fax: +44 (0)208 763 2011www.adslogans.co.uk
 
The Art and Science of the Advertising SloganADSlogans Unlimited © Timothy R. V. Foster 2001
2
Introduction
In his book,
Creative Advertising,
Charles L Whittier says a slogan“… should be a statement of such merit about a product or servicethat it is worthy of continuous repetition in advertising, isworthwhile for the public to remember, and is phrased in such away that the public is likely to remember it.”To which we add: The purpose of the strapline (slogan, claim,endline, signature, etc.*) is to leave the key brand message in themind of the target. It is the sign-off that accompanies the logo. Itsays "If you get nothing else from this ad, get this..!"
*Slogan Nomenclature. What’s What, Where?
In the UK, they are...end lines, endlines or straplines.In the USA, they are... tags, tag lines, taglines or theme lines.In Germany, they are... claims.In Belgium, they are... baselines.In France, they are...signatures.In the Netherlandsand Italy, they are... pay-offs or payoffs.To the unimaginative,they are... rip-offs or ripoffs. The bland leading the bland.Generically, they are... slogans.At ADSlogans Unlimited,we call 'em... slogos (the slogan by the logo).They are often... Trade marks (UK)™ Trademarks (USA)
SM
Service Marks (USA) ® Registered Trade Marks (UK) ® Registered Trademarks (USA)And the same sort of thing in the rest of the world.
 
The Art and Science of the Advertising SloganADSlogans Unlimited © Timothy R. V. Foster 2001
3
Slogan Characteristics
A perfectly formed tagline should have as many of these characteristics as possible:1.
 
It should be memorableSee page 42.
 
It should recall the brand name83.
 
It should include a key benefit94.
 
It should differentiate the brand105.
 
It should impart positive feelings for the brand.116.
 
It should reflect the brand's personality127.
 
It should be strategic138.
 
It should be campaignable139.
 
It should be competitive1410.
 
It should be original1511.
 
It should be simple1512.
 
It should be neat1613.
 
It should be believable1714.
 
It should help in ordering the brand1715.
 
It should not be in current use by others1816.
 
It should not be bland, generic or hackneyed1817.
 
It should not prompt a sarcastic or negative response1918.
 
It should not be pretentious2019.
 
It should not be negative2020.
 
It should not be corporate waffle2121.
 
It should not make you say so what?or "ho hum".2122.
 
It should not make you say "oh yeah??"2223.
 
It should not be meaningless2224.
 
It should not be complicated or clumsy2325.
 
You should like it2326.
 
Trends in slogans23

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