Advertising Slogans CTAE Resource Network By: Shannon R. Lawrence, Amanda Stephens & Dr. Frank...

Advertising Advertising SlogansSlogans

CTAE Resource NetworkCTAE Resource NetworkBy: Shannon R. Lawrence, Amanda By: Shannon R. Lawrence, Amanda

Stephens Stephens

Dr. Frank B. FlandersDr. Frank B. Flanders

Spring 2010Spring 2010

ObjectivesObjectives

Explain what makes a great sloganExplain what makes a great slogan Discuss four major factors that Discuss four major factors that

define a memorable slogandefine a memorable slogan Discuss how a slogan is developedDiscuss how a slogan is developed Explain how a slogan can positively Explain how a slogan can positively

or negatively impact a company or or negatively impact a company or organizationorganization

What makes a classic What makes a classic slogan?slogan?

The process of creating a good slogan The process of creating a good slogan is involved. It requires creativity and is involved. It requires creativity and the ability to think outside of the box. the ability to think outside of the box. Good slogans generally have 4 Good slogans generally have 4 important characteristics. important characteristics.

SimpleSimple BoldBold ClassyClassy MemorableMemorable

What makes a classic What makes a classic slogan?slogan?

SimpleSimple – The best slogans are – The best slogans are usually simple. A short, concise usually simple. A short, concise statement is memorable and statement is memorable and easily recognizable.easily recognizable.

Example: “Just do it.” - Nike

What makes a classic What makes a classic slogan?slogan? continued continued

BoldBold – Like bolded text in a book, a bold – Like bolded text in a book, a bold slogan grabs the consumer’s attention. It slogan grabs the consumer’s attention. It makes a bold statement. Slogans must have makes a bold statement. Slogans must have an impact on the consumer. Customers an impact on the consumer. Customers equate your business with the slogan. It is a equate your business with the slogan. It is a representation of the business. representation of the business.

Example: “Beef, it’s what’s for dinner.” – National Cattlemen’s Beef

Association

ClassyClassy – Classic slogans are – Classic slogans are remembered for their impact on pop remembered for their impact on pop culture. For example, Coca-Cola’s culture. For example, Coca-Cola’s various slogans have been seen as various slogans have been seen as an American icon throughout the an American icon throughout the years. years.

Example: “A diamond is forever.”

– DeBeers

MemorableMemorable – Good slogans have a – Good slogans have a clear phrase that is easily clear phrase that is easily remembered, one the customer can remembered, one the customer can relate with the company. Like the relate with the company. Like the tune of a catchy advertising jingle, it tune of a catchy advertising jingle, it should be hard to forget.should be hard to forget.

Example: “Can you hear me now? Good.” – Verizon Wireless

Slogan Recognition Slogan Recognition ActivityActivity

Directions:Directions: The following 40 slogans show parts The following 40 slogans show parts

of company and organization of company and organization slogans.slogans.

If you can fill in the blanks to If you can fill in the blanks to complete most of the slogans and complete most of the slogans and name the company, it is a testimony name the company, it is a testimony to the effectiveness of the to the effectiveness of the advertising slogan.advertising slogan.

Slogan Recognition Slogan Recognition Activity Activity continuedcontinued

Note to teachers: This activity can Note to teachers: This activity can be a game by dividing the class into be a game by dividing the class into teams. teams.

Or, you may want to have the Or, you may want to have the students number their paper from 1-students number their paper from 1-40 to record their answers. 40 to record their answers.

A key to the slogan activity is at the A key to the slogan activity is at the end.end.

1. Complete this Slogan1. Complete this Slogan

Just ___ it