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词条 Advertising slogan
释义

  1. Etymology and nomenclature

  2. Format of advertising slogans

  3. Use of advertising slogans

     Social control 

  4. The ongoing argument

  5. Functional slogans

  6. See also

  7. Notes

  8. References

  9. External articles

Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy.[1] The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.[2]

Etymology and nomenclature

According to the 1913 Webster's Dictionary, a slogan ({{IPA|/ˈsloʊɡən/}}) derives from the Gaelic "sluagh-ghairm" (an army 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. ss.[3] In Japan, advertising slogans are called {{nihongo|catchcopy|キャッチコピー|kyatchi kopī}} or {{nihongo|catch phrase|キャッチフレーズ|kyatchi furēzu}}.

Format of advertising slogans

Most corporate advertisements are short, memorable phrases, often between 3 and 5 words.[2] Slogans adopt different tones to convey different meanings. For example, funny slogans can enliven conversation and increase memorability.[1] Slogans often unify diverse corporate advertising pieces across different mediums.[2] Slogans may be accompanied by logos, brand names, or musical jingles.[4]

Use of advertising slogans

Some slogans are created for specific limited-time campaigns; others are intended as long-term corporate slogans. Various slogans start out as the former and are, over time, converted into the latter as ideas take hold with the public. Some 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.[5]

Slogans that associate emotional responses or evoke recollections of past memories increase their likelihood to be adopted by the public and shared.[5] 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.[5]

If a slogan is adopted by the public, it can have a notable influence in everyday social interaction. Slogans can serve as connection points between community members as individuals share pithy taglines in conversation.[5] 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.[5]

Social control

Advertising slogans as a system of social control include devices similar to watchwords, catchwords, and mottoes.[6][7] The use of slogans may be examined insofar as the slogans elicit unconscious and unintentional responses.[7]

The ongoing argument

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.[2] However, proponents argue if taglines enter everyday public discourse, the company's market influence could exponentially increase.[2]

Functional slogans

{{further|Marketing}}

A marketing slogan can play a part in the interplay between rival companies.[8] A functional slogan usually:[9][10][11][12][13]

  • states product benefits (or brand benefits) for users (or potential buyer)[14]
  • implies a distinction between it and other firms' products[15] — with constraints
  • makes a simple, concise,[16] clearly defined, and appropriate statement
  • is witty; Or, adopts a distinct "personality"[17]
  • gives a credible impression of a brand or product[18]
  • makes the consumer experience an emotion; Or, creates a need or desire[19]
  • is hard to forget — it adheres to one's memory[20]

The business sloganeering process communicates the value of a product or service to customers, for the purpose of selling the product or service. It is a business function for attracting customers.

See also

  • Advertising (Consumerism)
  • Consumer confusion
  • Impulse buying (Impulse)
  • List of slogans
  • Media manipulation
  • Political slogan
  • Promotion (marketing)
  • Tagline
  • Visual Marketing

Notes

1. ^1 {{Cite news|url=https://www.thebalance.com/what-is-a-tagline-4017760|title=Creating and Using Taglines as Marketing Tools|work=The Balance|access-date=2018-03-03|language=en}}
2. ^1 2 3 4 {{Cite journal|last=Dowling|first=Grahame R.|last2=Kabanoff|first2=Boris|date=1996-01-01|title=Computer-aided content analysis: What do 240 advertising slogans have in common?|journal=Marketing Letters|language=en|volume=7|issue=1|pages=63–75|doi=10.1007/BF00557312|issn=0923-0645}}
3. ^{{cite web|url=http://www.adslogans.co.uk/ans/nomenclature.html|title=The Art and Science of the Advertising Slogan|date=|publisher=Adslogans.co.uk|archiveurl=https://web.archive.org/web/20110424235057/http://www.adslogans.co.uk/ans/nomenclature.html|archivedate=24 April 2011 |deadurl=no|accessdate=2011-03-28}}
4. ^{{Cite journal|last=Yalch|first=R. F|date=1991|title=Memory in a jingle-jungle: music as a mnemonic device in communicating advertising slogans.|url=http://search.ebscohost.com/login.aspx?direct=true&db=cms&AN=CAX0150030000712&site=ehost-live&scope=site.|journal=Journal of Applied Psychology|volume=76|pages=268–275|via=EBSCOhost}}
5. ^1 2 3 4 {{Cite journal|last=Mitchell|first=Vince|date=2007|title=Social Uses of Advertising|url=http://search.ebscohost.com/login.aspx?direct=true&db=cms&AN=24997138&site=ehost-live&scope=site.|journal=International Journal of Advertising|volume=|pages=199–222|via=EBSCOhost}}
6. ^The slogan comes from the Scotch and originated in the clans wars for the objective of control.
7. ^1 "Slogans As A Means Of Social Control". By Frederick E. Lumley. Papers and Proceedings of the American Sociological Society, Volume 16, 1921. [https://books.google.com/books?id=OpEDAQAAIAAJ&pg=RA1-PA121 p. 121–134].
8. ^"Trade Marking Of Canned Products". By Waldon Fawcett. Canning Age, Volume 1. National Trade Journals, Incorporated, 1920. [https://books.google.com/books?id=iq3mAAAAMAAJ&pg=PR32 p32]
9. ^The Effectiveness of a Slogan in Advertising. Engineering and Contracting, Volume 29. Myron C. Clark Publishing Company, 1908. [https://books.google.com/books?id=0aPmAAAAMAAJ&pg=PA315 p315]
10. ^"[https://books.google.com/books?id=uAo9AAAAYAAJ&pg=PA62 Trade-Marks, Trade Names, Slogans and Distinctive Package Designs]." Making Advertising Pay. By Harold Francis Eldridge. [https://books.google.com/books?id=uAo9AAAAYAAJ&pg=PA62 p62]+100.
11. ^Building Supply News, Volume 12. Cahners Publishing Company, 1922. [https://books.google.com/books?id=OCFbAAAAYAAJ&pg=PA104 p104]
12. ^[https://books.google.com/books?id=3yQKAAAAIAAJ The Mind of the Buyer: A Psychology of Selling]. By Harry Dexter Kitson. Macmillan, New York, 1921 {{OCLC|2483371}}
13. ^[https://books.google.com/books?id=cxLct1TdIMoC Effective extension circular letters: how to prepare and use them]. By Henry Walter Gilbertson. U.S. Dept. of Agriculture, 1941.
14. ^Everything I Know about Marketing I Learned From Google. By Aaron Goldman. McGraw Hill Professional, 2010, {{ISBN|978-0-07-174289-4}}
15. ^"Making Better Box, Not Cheaper Boxes" Ought to be Slogan of the Day — Much Valuable Data Available. Packages, Volume 22, December Issue, [https://books.google.com/books?id=Dec1AQAAMAAJ&pg=PA230 p. 21], 1919
16. ^Including all important information.
17. ^Or, an externally evident aspects.
18. ^See also: brand recognition
19. ^See also: Aspirational brand
20. ^Whether one likes it or not; Especially if accompanied by mnemonic devices (such as jingles, ditties, pictures or film)

References

{{Reflist|2}}

External articles

  • {{wikiquote-inline}}
  • The Advertising Slogan Hall of Fame, www.adslogans.co.uk
  • Advertising Industry Guidelines 2014
  • Advertising Slogans
{{Media manipulation}}{{Authority control}}{{DEFAULTSORT:Advertising Slogan}}

6 : Advertising campaigns|Advertising slogans|Advertising techniques|Promotion and marketing communications|Marketing techniques|Slogans
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