Derived from the Gaelic Slugh gairm, meaning “Battle Cry”. Slogans sum 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
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
Easy as Dell by DELL
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?
Elements of Slogans
There is no hard and fast rule to count exact elements of slogans but mostly experts agree that Slogans should be
Make.Believe by Sony
Love the Skin You’re In by Olay
Easy to Remember
Relax, It’s FedEx by FedEx