Advertising slogan

Advertising slogan
Ad campaign featuring Ganymede bringing Bud to the Gods, based on a drawing by F. Kirchbach. The original Anheuser-Bush ad as it appeared in the February 1906 issue of Theatre Magazine. The slogan on the sign reads: "Modern Version of Ganymede" Introduction of Budweiser Beer to the Gods.

Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strapline is a British term used as a secondary sentence attached to a brand name. Its purpose is to emphasize a phrase that the company wishes to be remembered by, particularly for marketing a specific corporate image or connection to a product or consumer base.[1]

Some slogans are created just for specific campaigns for a limited time; some are intended as corporate slogans, to be used for an extended period; some slogans start out as the former, and find themselves converted to the latter because they take hold with the public, and some are memorable many years after their use is discontinued.


Effective slogans

Advertising slogans often play a large part in the interplay between rival companies. An effective slogan usually:

  • states the main benefits of the product or brand for the potential user or buyer
  • implies a distinction between it and other firms' products - of course, within the usual legal constraints
  • makes a simple, direct, concise, crisp, and apt statement
  • is witty
  • adopts a distinct "personality" of its own
  • gives a credible impression of a brand or product
  • makes the consumer feel "hot" or...
  • makes the consumer feel a desire or need
  • is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonic devices, such as jingles, ditties, pictures or film


Taglines, tag lines, or tags are American terms for short advertising slogans. In the UK they are called end lines, endlines, or straplines. In Belgium they are called baselines. In France they are signatures. In Germany they are claims. In the Netherlands and Italy, they are pay offs or pay-offs.[2]

Well-known slogans

See also


  1. ^ Sean Brierley (2002). The advertising handbook. Routledge. ISBN 0-415-24391-2. 
  2. ^ "The Art and Science of the Advertising Slogan". Retrieved 2011-03-28. 
  3. ^
  4. ^ a b c d e f g "Versa Creations Blog - Build Wealth Through Smart Marketing". 2007-05-07. Retrieved 2011-03-28. 
  5. ^ "Home :: All About Us :: Information about Cadbury Diary Milk". Retrieved 2011-03-28. 
  6. ^ "Cadbury drops 'glass and a half' phrase from wrappers". BBC News. 2010-09-28. 
  7. ^ "Pop History of the Fifties - 1958". Retrieved 2011-03-28. 
  8. ^ "Gillette 'The Best A Man Can Get' TV ad - 60 sec advert". 2007-09-26. Retrieved 2010-02-21. 
  9. ^ Museum of London. "Search catalogue". Museum of London. Retrieved 2010-02-21. 
  10. ^ a b "The Art and Science of the Advertising Slogan". Retrieved 2011-03-28. 
  11. ^ "Heineken...Refreshes the parts other beers cannot reach on Flickr - Photo Sharing!". Retrieved 2010-02-21. 
  12. ^ Walsh, Dominic (2005-10-21). "Heineken calls last orders on television ads after 30 years". The Times (London). 
  13. ^ "Persil 'Persil Washes Whiter' TV ad - 15 sec advert". 2007-09-26. Retrieved 2010-02-21. 
  14. ^ "UK television adverts 1955-1985". Retrieved 2011-03-28. 
  15. ^
  16. ^ a b "The Art and Science of the Advertising Slogan". Retrieved 2011-03-28. 

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  • advertising slogan — noun A short, often memorable phrase used in advertising campaigns. Syn: strapline …   Wiktionary

  • slogan — slo‧gan [ˈsləʊgən ǁ ˈsloʊ ] noun [countable] MARKETING a short phrase that is easy to remember and is used by an advertiser, organization, or other group: • We need an advertising slogan for the new campaign. • The Department of Commerce adopted… …   Financial and business terms

  • Slogan (disambiguation) — Slogan may refer to:*Slogan main article, definition *Slogan (heraldry) article on slogans used in heraldry, specifically Scottish heraldry *Advertising slogan article on the various uses of slogans in advertisements **List of advertising slogans …   Wikipedia

  • slogan — noun [ˈsloɡən/ a) A distinctive phrase of a person or group of people. b) A phrase associated with a product, used in advertising. Syn …   Wiktionary

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  • slogan — slo|gan [ slougən ] noun count * a short phrase used for advertising something: The company unveiled its new advertising slogan this week. a. a short phrase used by a political party or group of people: Anti government slogans had been sprayed… …   Usage of the words and phrases in modern English

  • slogan */ — UK [ˈsləʊɡən] / US [ˈsloʊɡən] noun [countable] Word forms slogan : singular slogan plural slogans a short phrase that is easy to remember and is used to advertise something or to express the beliefs of a political party or other group The company …   English dictionary

  • slogan — slo|gan [ˈsləugən US ˈslou ] n [Date: 1500 1600; : Scottish Gaelic; Origin: sluagh ghairm army cry ] a short phrase that is easy to remember and is used in advertisements, or by politicians, organizations etc →↑catchphrase ▪ an advertising slogan …   Dictionary of contemporary English

  • slogan — noun (C) a short easily remembered phrase used by an advertiser, politician etc: demonstrators chanting anti racist slogans | We need an advertising slogan for the new campaign …   Longman dictionary of contemporary English