Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.
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👉 Advertising slogan in the context of Catchiness
Catchiness is how easy it is for a song, tune, or phrase to be recalled. It is often taken into account when writing songs, catchphrases, advertising slogans, jingles etc. Alternatively, it can be defined as how difficult it is for one to forget it. Songs that embody high levels of remembrance or catchiness are referred to as "catchy songs" or "earworms". While it is hard to scientifically explain what makes a song catchy, there are many documented techniques that recur throughout catchy music, such as repetition, hooks and alliteration. Selling Sounds: The Commercial Revolution in American Music says that "although there was no definition for what made a song catchy, all the songwriting guides agreed that simplicity and familiarity were vital".
The physical symptoms of listening to a catchy song include "running [it] over in our heads or tapping a foot". According to Todd Tremlin, catchy music "spread[s] because [it] resonates similarly from one mind to the next".
In this Dossier
Advertising slogan in the context of Slogan
A slogan is a memorable motto or phrase used in a clan or a political, commercial, religious, or other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group. The Oxford Dictionary of English defines a slogan as "a short and striking or memorable phrase used in advertising". A slogan usually has the attributes of being memorable, very concise and appealing to the audience.
Advertising slogan in the context of Tagline
In entertainment, a tagline (alternatively spelled tag line) is a short text which serves to clarify a thought for, or is designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, social group, or product. As a variant of a branding slogan, taglines can be used in marketing materials and advertising.
The idea behind the concept is to create a memorable dramatic phrase that will sum up the tone and premise of an audio/visual product, or to reinforce and strengthen the audience's memory of a literary product. Some taglines are successful enough to warrant inclusion in popular culture.
Advertising slogan in the context of Think different
"Think different" is an advertising slogan used from 1997 to 2002 by Apple. The campaign was created by the Los Angeles office of advertising agency TBWA\Chiat\Day.The slogan has been widely taken as a response to the IBM slogan "Think". It was used in a television advertisement, several print advertisements, and several TV promos for Apple products.
As of 2020, "Think different" was still printed on the back of the box of the iMac.
Advertising slogan in the context of Beecham (pharmaceutical company)
The Beecham Group plc was a British pharmaceutical company. It was once a constituent of the FTSE 100 Index. Founded by Thomas Beecham who opened the first factory in St Helens, Lancashire in 1859, Beecham focused on marketing the business by advertising in newspapers and using a network of wholesale agents in northern England and in London, rapidly building up the business. In August 1859 he created the slogan for Beecham's Pills: "Worth a guinea a box", considered to be the world's first advertising slogan, which helped the business become a global brand.
Beecham, after having merged with American pharmaceutical company SmithKline Beckman to become SmithKline Beecham, merged with Glaxo Wellcome to become GlaxoSmithKline (GSK). GSK (and later, Haleon) still uses the Beechams brand name in the UK for its over-the-counter cold and flu relief products.