Stylistic Features of the Advertising Slogan

A slogan is a form of verbal logo. In a print ad, it usually appears just beneath or beside the brand name or logo. A slogan sums up what one stand for, one’s specialty, the benefit, and one’s marketing position, and one’s commitment. It is especially useful to reinforce one’s identity. A slogan can prove to be more powerful than a logo. People can remember and recite your slogan while they are unlikely to doodle your logo. It is more important for your slogan to clearly state what you are about than to be clever, but if you can accomplish both, all the better. Slogans have two basic purposes: to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning.

The slogan should be used everywhere. Think of it as being attached to one’s name like a shadow; put it on business cards, printed ads, personal brochures, signs, letters, in the yellow pages -everywhere one can put it.

1. At the graphetic level

1.1 Consistent use of initial capitalization.
For example,
Heinz: Beanz Meanz Heinz.
Toyota: I Love What You Do For Me.

1.2 Sometimes full use of capitalization.
For example,
NewsWeek: THE WORLD’S NEWSMAGAZINE.
Oracle: SOFTWARE POWERS THE INTERNET.

2. At the phonological level

2.1 Rhymes with brand name
Haig Scotch: Don't be vague. Ask for Haig.
Quavers: The flavour of a Quaver is never known to waver.

2.2 Rhymes - brand name mention
Viakal: It's the Viakal fizz that does the bizz!
Jaguar : Grace, space, pace.

2.3 Use of alliteration.
Allied Irish Bank: Britain's best business bank.
Greyhound: Greyhound going great.
Fila: Functional... Fashionable... Formidable...

3. At the lexical level
3.1 Common uses of second person addressee “you”, “we”,”us”.
For example,
HYUNDAI: Always there for you.
Nestle Milo: Bring out the champion in you.
Avis Rent A Car: We try harder.
Fed ex: We live to deliver.

3.2 Use of unqualified comparison.
For example,
Coleman footgear: Better choice, better joys.

3.3 Use of “every” “always”, etc.
For example,
Always Coca-Cola.
Mitsubishi: Technically, everything is possible.

3.4 Use of “no”, “none”, etc.
For example,
Mercedes Benz: The pursuit for perfection has no finish line.
M&Ms melt in your mouth, not in your hand.

3.5 Use of coined words.
Louis Vuitton: Epileather.
Burton Menswear: Everywear.
Gordon's & Tonic: Innervigoration.

4. At the syntactic level.

4.1 Use of short simple sentences.
For example,
Sumsung Digitall-Everyone is invited.
GE: We bring good things to life.

4.2 Use of everyday sentences.
For example,
Nike: Just do it
Nestle: It’s the taste!

4.3 Use of phrases.
For example,
Apple computer: think different
Malaysia Airlines: Beyond expectation.
Maxwell House: Good to the last drop.

4.4 Use of questions.
For example,
Ford: Have you driven a Ford lately?
Volkswagen Polo: R u Polo?

4.5 Use of imperative sentences.
For example,
Express card: Don’t leave home without it.
United Airlines: Life is a journey, travel it well.

4.6 Use of tense.
For example,
DeBeers: A diamond is forever.
Rossini: Time always follows me

4.7 Creative use of idioms or proverbs
For example,
Financial Times: No FT, no comment.
IBM: I think, therefore IBM.

5. At the semantic level.

5.1 Semantic ambiguity
For example,
Philips: let’s make things better.

5.2 Use of puns
Moss Security: Alarmed? You should be.
Pioneer: Everything you hear is true.
Range Rover: It's how the smooth take the rough.
Kenco Really Rich Coffee: Get Rich quick.
Finish Detergent: Brilliant cleaning starts with Finish.

5.3 Here the brand goes to work, as inextricably part of the pun.
Citibank: Because the Citi never sleeps.
Quavers Snacks: Do me a Quaver.

All the above-mentioned stylistic features of ad slogans are necessary to make them neat, simple, original, strategic, memorable and campainable.

print ad with good copywriting

Thailand Post: William
Dearest Margaret, resembling my love, the red roses. Right at your front door is where my heart lies. There, I have been yearning for your love. Please don't make me wait till I wither like those red roses. With much love, William.

"Good memories you won't get from e-mail."

it's a smart move for a post service's print ads to use a letter with a good copywriting to deliver it's message. as letter can show the writer's sincereness and character that e-mail can't show. we can actually feel the love from the writer to the receiver. it's the biggest reason that tells us why we need a post service.

the printing specification

book name: WITTY DESIGN OBJECTS

auther: Della Chuang

publisher: Garden City Publishers

book:

book sixe: 210mm x 170mm

paper: 115 pages of uncoated art paper (4c+4c)

4 pages of black matt card (0c+0c)

binding: perfect binding

cover:

cover size: 505mm x 210mm (bookside: 15mm x 210mm)

paper: black matt card (1c+0c)

printing effect: hot-stamping (gold)

debossing

my interim presentation's motion graphic

actually, the whole idea of this motion graphic is based on the kids' point of view. it is about their imaginations, what they might see. so, i use the "fill in the blank" to deliver this idea, they can fill in whatever they think it is.

everything turns out quite childish at the end, but i don't think it is a bad thing coz i'm selling a toy. i mean to make it childish actually. it's fun! and i think it's meaningful enough to help me to present my children-oriented concept too.

case study- 現代教育mock測高深自選服務

the competitions in tutorial centre business are very intense.
the modern education use television as an medium to sell its programmes.
students now can stay home watch the programmes and have the lessons whenever they want.
it is $98 per lesson and there are mock exams for them too.

tutorial centres are gold diggers! seriously!
no matter how much i hate them,
i have to amire them for their marketing strategies!
their self-claimed star promotion really works on the students
and now they have a new idea to open your wallet!
it's smart that they see the good of cable tv and apply them into it.
i really feel dumb as i fell victim to them when i was a secondary school student.
luckily, they have this "home school" tv tutor now but not 2years ago!
i might probably use this service too,
coz i am a tv addict.

case study- "小姨媽月經罩杯"

Goddd!! that's is crazyy!!! when i was in the bus today and i looked out from the window.
i saw "小姨媽" three big chinese words on the side of other bus! i thought i was mis-reading! but it's NOT!!! it's really "小姨媽"!! the first things that i felt is "goddd!!! for real?! "小姨媽" wor!! that's the worst female product's name that i've ever heard! that's must be a mainland or taiwan brand, coz only them, are "genius" and "brave" enough to sell ideas in a way that they won't concern about how the target audience and the public react."

so, back home, i do want to share this ridiculous ad to you guys! then, when i was searching that ad, i found that there had been so many people talking about it already. and actually, the company calls it "小姨媽" with its reason which is straight forword and acceptable. (actually, its name is way too straight forward already!!)

thinking back more, i've found that it's excatly one of the things that what we are studying and learning to do now, create a talk of the town. people see the product's crazy name and then they tell and want to know what it's all about. "小姨媽" is a success in creating a topic of public actually.

however, i do think it is a failure overall. yes, it can create a talk of the town. yes, it can trigger people want to know more about it. but, it is a female product and it is a sensitive topic, sensitive
products too. this kind of female with a normal name is not easy to sell already i think. now, with this ugly name! people will talk about it but won't buy it, unless it is much cheaper than its competitions.

just picturing this, a female holding a pack of "小姨媽" and waiting in the line for the checker. the look of people that surrounding her and the look of the checker when he/she is checking "小姨媽" 's barcode! hahahahahaaaaaaaaaaaaa~ that's would be so funny!!! now, it seems this product is selling fun actually!! hahaahaaaaaaaaaaaaaaaaaaaaaaa

i do hope its sale proving me wrong!!
and then i can have more things to laugh about~

the company's link: http://www.softcup-asia.com/HK_default.asp