Slogans – Their Classifications & Elements

05. Jun, 2011 0 Comments

Derived from the Gaelic Slugh gairm, meaning “Battle Cry”. Slogan sums up the theme for a product’s benefits to deliver an easily remembered message in a few words.
In creative advertising, slogan plays an important part to pitch the main idea in the consumers mind.

There are many memorable slogans in advertising for example:
Just Do It

by NIKE

Tastes Great, Less Filling by MILLER LITE

Good to the Last Drop by Maxwell House

Does She . . . Or Doesn’t She? By Clairol

When It Rains It Pours by Morton Salt

We Try Harder by Avis

Some time main idea in an advertising focus the slogan. In case of radio or television, slogans may be combined with a catchy tune to make a jingle.

Classifications of Slogans

1. Institutional Slogans

These sorts of slogans establish a prestigious image for a company. Companies like to have the slogan on all kind of publications like visiting cards, leaflets, website, letterheads and envelops etc. Some examples of Institutional Slogans are:

The Document Company by XEROX

Inspire the Next by HITACHI

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Easy as Dell by DELL

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You’re in Good Hands with Allstate by ALLSTATE INSURANCE

Global Network of Innovation by SIEMENS

Your Vision. Our Future. By OLYMPUS

2. Hard-Sell Slogans

These sorts of slogans are campaign focused and changed with the campaigns. Further more such kind of slogans has focus on special or significant features of the product or service and their claims are strongly competitive.

Get Met. It Pays. By Metlife

Don’t Just Travel. Travel Right by Expedia.com

Some marketing gurus think big guns like Coca Cola should forget "one-size-fits-all" themes and come up with different slogans to reach different audiences. What is your opinion?