Advertising slogan

Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy.[1] The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.[2]

Microsoft logo (1987) + slogan (1994)
Microsoft's 1987 logo with its 1994 slogan.

Etymology and nomenclature

According to the 1913 Webster's Dictionary, a slogan (/ˈsloʊɡən/) derives from the Gaelic "sluagh-ghairm" (an army cry). Its contemporary definition denotes a distinctive advertising motto or advertising phrase used by any entity to convey a purpose or ideal. This is also known as a catchphrase. Taglines or tags are American terms describing brief public communications to promote certain products and services. In the UK, they are called end lines or straplines. ss.[3] In Japan, advertising slogans are called catchcopy (キャッチコピー kyatchi kopī) or catch phrase (キャッチフレーズ kyatchi furēzu).

Format of advertising slogans

Most corporate advertisements are short, memorable phrases, often between 3 and 5 words.[2] Slogans adopt different tones to convey different meanings. For example, funny slogans can enliven conversation and increase memorability.[1] Slogans often unify diverse corporate advertising pieces across different mediums.[2] Slogans may be accompanied by logos, brand names, or musical jingles.[4]

Use of advertising slogans

Some slogans are created for specific limited-time campaigns; others are intended as long-term corporate slogans. Various slogans start out as the former and are, over time, converted into the latter as ideas take hold with the public. Some advertising slogans retain their influence even after general use is discontinued. If an advertising slogan enters into the public vernacular, word-of-mouth communication may increase consumer awareness of the product and extend an ad campaign's lifespan.[5]

Slogans that associate emotional responses or evoke recollections of past memories increase their likelihood to be adopted by the public and shared.[5] Additionally, by linking a slogan to a commonplace discussion topic (e.g. stress, food, traffic), consumers will recall the slogan more often and associate the corporation with their personal experiences.[5]

If a slogan is adopted by the public, it can have a notable influence in everyday social interaction. Slogans can serve as connection points between community members as individuals share pithy taglines in conversation.[5] In contrast, if an individual is unaware of a popular slogan or tagline, they can be socially excluded from conversation and disengage from the discussion.[5]

Social control

Advertising slogans as a system of social control include devices similar to watchwords, catchwords, and mottoes.[note 1][6] The use of slogans may be examined insofar as the slogans elicit unconscious and unintentional responses.[6]

The ongoing argument

Quantifying the effects of an effective, or ineffective, ad campaign can prove challenging to scholars. Critics argue taglines are a self-gratifying, unnecessary form of corporate branding that is neither memorable nor pithy.[2] However, proponents argue if taglines enter everyday public discourse, the company's market influence could exponentially increase.[2]

Functional slogans

A marketing slogan can play a part in the interplay between rival companies.[7] A functional slogan usually:[8][9][10][11][12]

The business sloganeering process communicates the value of a product or service to customers, for the purpose of selling the product or service. It is a business function for attracting customers.

See also


  1. ^ The slogan comes from the Scotch and originated in the clans wars for the objective of control.
  2. ^ Including all important information.
  3. ^ Or, an externally evident aspects.
  4. ^ See also: brand recognition
  5. ^ See also: Aspirational brand
  6. ^ Whether one likes it or not; Especially if accompanied by mnemonic devices (such as jingles, ditties, pictures or film)


  1. ^ a b "Creating and Using Taglines as Marketing Tools". The Balance. Retrieved 2018-03-03.
  2. ^ a b c d e Dowling, Grahame R.; Kabanoff, Boris (1996-01-01). "Computer-aided content analysis: What do 240 advertising slogans have in common?". Marketing Letters. 7 (1): 63–75. doi:10.1007/BF00557312. ISSN 0923-0645.
  3. ^ "The Art and Science of the Advertising Slogan". Archived from the original on 24 April 2011. Retrieved 2011-03-28.
  4. ^ Yalch, R. F (1991). "Memory in a jingle-jungle: music as a mnemonic device in communicating advertising slogans". Journal of Applied Psychology. 76: 268–275 – via EBSCOhost.
  5. ^ a b c d e Mitchell, Vince (2007). "Social Uses of Advertising". International Journal of Advertising: 199–222 – via EBSCOhost.
  6. ^ a b "Slogans As A Means Of Social Control". By Frederick E. Lumley. Papers and Proceedings of the American Sociological Society, Volume 16, 1921. p. 121–134.
  7. ^ "Trade Marking Of Canned Products". By Waldon Fawcett. Canning Age, Volume 1. National Trade Journals, Incorporated, 1920. p32
  8. ^ The Effectiveness of a Slogan in Advertising. Engineering and Contracting, Volume 29. Myron C. Clark Publishing Company, 1908. p315
  9. ^ "Trade-Marks, Trade Names, Slogans and Distinctive Package Designs." Making Advertising Pay. By Harold Francis Eldridge. p62+100.
  10. ^ Building Supply News, Volume 12. Cahners Publishing Company, 1922. p104
  11. ^ The Mind of the Buyer: A Psychology of Selling. By Harry Dexter Kitson. Macmillan, New York, 1921 OCLC 2483371
  12. ^ Effective extension circular letters: how to prepare and use them. By Henry Walter Gilbertson. U.S. Dept. of Agriculture, 1941.
  13. ^ Everything I Know about Marketing I Learned From Google. By Aaron Goldman. McGraw Hill Professional, 2010, ISBN 978-0-07-174289-4
  14. ^ "Making Better Box, Not Cheaper Boxes" Ought to be Slogan of the Day — Much Valuable Data Available. Packages, Volume 22, December Issue, p. 21, 1919

External articles


Amsoil Inc. is an American corporation based in Superior, Wisconsin that primarily formulates and packages synthetic lubricants and filters. The company's advertising slogan is The First in Synthetics. The company uses multi-level marketing for distribution.

Big League Chew

Big League Chew is a brand of bubble gum that is shredded and packaged in an aluminum foil pouch. It was created by Portland Mavericks left-handed pitcher Rob Nelson, and pitched to the Wrigley Company (longtime owners of the Chicago Cubs) by former New York Yankee All-Star Jim Bouton, a Maverick teammate of Nelson's, as a fun imitation of the tobacco-chewing habit common among ballplayers in the 1970s. Over 800 million pouches of Big League Chew have been sold since 1980. Big League Chew was introduced in May 1980, in the traditional pink color already seen in established brands of bubble gum. The cartoony packaging, originally designed by artist Bill Mayer, comes in flashy colors such as neon green (for their sour apple flavor) and bright purple (grape flavor).

Currently, it is manufactured in the USA by Ford Gum & Machine Company in Akron, NY, after taking over distribution rights from Wrigley and moving production from Mexico at the end of 2010.The original advertising slogan throughout the 1980s, which is still featured today, was, "You're in the big leagues when you're into Big League Chew!" It currently bills itself as "The Hall of Fame Bubble Gum," bearing an official endorsement from the Baseball Hall of Fame.


Claim may refer to:

Claim (legal)

Patent claim

Land claim

Proposition, a statement which is either true or false

A right

Sequent, in mathematics

A main contention, see conclusion of law

Claims-based identity

Claim of Right Act 1689

Another term for an advertising slogan

EMI Music Japan

EMI Music Japan Inc. (株式会社EMIミュージック・ジャパン, Kabushiki-gaisha ĪEmuAi Myūjikku Japan) (formerly Toshiba EMI (東芝イーエムアイ株式会社, Tōshiba Ī Emu Ai Kabushiki-gaisha)) was one of Japan's leading music companies. It became a wholly owned subsidiary of British music company EMI Group Ltd. in June 30, 2007 after Toshiba sold off its previous 45% stake. Its CEO and president was Kazuhiko Koike. When EMI Music Japan was trading as Toshiba-EMI, it was involved with the production of anime. On April 1, 2013, the company became defunct, following its absorption into Universal Music Japan as a sublabel under the name EMI Records Japan.

Flight Lieutenant (film)

Flight Lieutenant is a 1942 film starring Pat O'Brien as Sam Doyle, a disgraced commercial pilot who works to regain the respect of his son (Glenn Ford) against the backdrop of World War II. Its advertising slogan was "roaring with thrills, throbbing with romance" with the love interest provided by Evelyn Keyes as Susie Thompson.

It was directed by Sidney Salkow, a Harvard Law School grad who had himself served in the Pacific and been shot down. A review in The New York Times considered that the film was a "dreary father-and-son tale" with much mawkish sentimentality.

HRD Motorcycles

HRD Motors Ltd was a British motorcycle manufacturer in the 1920s. It was founded by Howard Raymond Davies. He had worked in motorcycling, and had raced with some success in the mid-twenties, but often not finishing due to unreliability. This inspired him to build a reliable performance motorcycle, using the advertising slogan "Built by a rider". Others also aimed at a similar market, like George Brough of Brough Superior motorcycles.

After the First World War many motorcycle makers assembled their machines from engines and other major components sourced from different manufacturers. Davies' goal was to build a superior motorcycle from the best components available.

Motorcycles were produced from 1924 to 1928, but the undercapitalised company, although having a reputation for performance, struggled to survive, and was ultimately sold to OK-Supreme, who then sold the name and goodwill to Phil Vincent, a motorcycle designer. The name was then incorporated into a new company, The Vincent HRD Company Ltd

Heinz Baked Beans

Heinz Baked Beans are a brand of baked beans produced by the H. J. Heinz Company, and sold in the United Kingdom and other countries. They have been sold as Heinz Beanz since 2008.

Keine Sorgen Arena

The Keine Sorgen Arena (eng.: "No Worries Arena"), formerly Fill Metallbau Stadion, is a football stadium in Ried im Innkreis, Austria. It is the home ground of SV Ried. The stadium holds 7,680 spectators and was built in 2003. The stadium was renamed in "Keine Sorgen Arena", after the main advertising slogan of the sponsor "Oberösterreichische Versicherung", an insurance company.


The lemon, Citrus limon (L.) Osbeck, is a species of small evergreen tree in the flowering plant family Rutaceae, native to South Asia, primarily North eastern India.

The tree's ellipsoidal yellow fruit is used for culinary and non-culinary purposes throughout the world, primarily for its juice, which has both culinary and cleaning uses. The pulp and rind (zest) are also used in cooking and baking. The juice of the lemon is about 5% to 6% citric acid, with a pH of around 2.2, giving it a sour taste. The distinctive sour taste of lemon juice makes it a key ingredient in drinks and foods such as lemonade and lemon meringue pie.


Lilt is a brand of soft drink manufactured by The Coca-Cola Company and sold in the United Kingdom, Ireland, Gibraltar, and the Seychelles only. During the 1970s and 1980s, Lilt was promoted with the advertising slogan, "the totally tropical taste". Between 2008 and 2014, the Coca Cola company reduced the number of calories in the soda by 56% as part of its efforts to make healthier products in response to the British Government’s Public Health Responsibility Deal.One advertisement in the late 1980s featured the "Lilt Man", a parody of a milkman, delivering Lilt in a "Lilt float", with a song bearing the lyrics "here comes the Lilt Man". In the late 1990s it was heavily promoted with advertisements featuring two Jamaican women, Blanche Williams and Hazel Palmer. They became known in the media as the "Lilt Ladies".

Mainichi Broadcasting System

Mainichi Broadcasting System, Inc. (株式会社毎日放送, Kabushiki-gaisha Mainichi Hōsō, Mainichi Broadcasting System Stock‑Company) is a radio and television broadcasting company headquartered in Osaka, Japan, affiliated with Japan Radio Network (JRN), National Radio Network (NRN), Japan News Network (JNN) and TBS Network, serving in the Kansai region.

It is a parent company of a television station named MBS TV (MBSテレビ) and a radio station named MBS Radio (MBSラジオ). MBS is also one of the major stockholders of the following networks : Tokyo Broadcasting System Holdings, Inc. (TBSHD), RKB Mainichi Broadcasting Corporation, BS-TBS, Incorporated, i-Television Inc., TV-U Fukushima Co., Ltd., Hiroshima Home Television Co., Ltd., WOWOW Inc., and FM 802 Co., Ltd.

Middle German Chemical Triangle

The Middle German Chemical Triangle (German: Mitteldeutsches Chemiedreieck or locally just Chemiedreieck) is the industrial conurbation around the cities and towns of Halle (Saale), Merseburg and Bitterfeld in the North German state of Saxony-Anhalt and Leipzig and Schkeuditz in the Free State of Saxony. Its name is derived from the dominant industries of the region – the chemical and oil refining industries.

It is often referred to as the Leuna-Buna-Bitterfeld Chemical Triangle (Chemiedreieck Leuna-Buna-Bitterfeld) because these places are the oldest and most important in the region. Buna is not a town, but was the name of the first synthetic rubber (butadiene and natrium) which was produced in the Buna factory at Schkopau. Today Dow Chemical produces synthetic rubber in Schkopau which is marketed under the name of BUNA SB.

At the end of the 1950s the advertising slogan Plaste und Elaste aus Schkopau ("Plastic and Elastomer from Schkopau") was introduced, in order to promote the spectrum of products of the Buna Chemical Works. The slogan was used especially on posters and neon lights. The best known light advert was on a tower on the northern abutment of the Elbe bridge at Vockerode on the transit route from Berlin to Hof (nowadays part of the BAB 9 motorway).


Provigo is a grocery retailer based in Quebec, Canada, consisting of over 300 stores and franchises throughout the province. It operates a retailing chain of stores and distribution warehouses. It is owned by Loblaw Companies Limited.

The chain's advertising slogan is "Si vite, si bon!" ("So quick, so good!")

Pure Love (song)

"Pure Love" is a song recorded by American country music singer Ronnie Milsap. It was released in March 1974 as the first single and title track from the album Pure Love. The song was Milsap's first No. 1 hit on the Billboard Hot Country Singles chart in the late spring of the year. Although Milsap had two previous top 15 hits—"I Hate You" and "That Girl Who Waits on Tables," both 1973—"Pure Love" is largely credited as being his career-breaking hit.

The song also marked the first country chart-topping single by its writer, Eddie Rabbitt, who had tasted previous success with 1970's "Kentucky Rain" by Elvis Presley. In the song, Rabbitt compares "pure love" to such things as milk, honey and the Cap'n Crunch breakfast cereal, before pointing out that the love shared between the protagonist and his/her object of affection is "99 ​44⁄100 percent pure" (borrowing from the old Ivory soap advertising slogan).

Rabbitt would later record the song as the B-side to his 1975 single "Forgive and Forget".

Toilet Duck

Toilet Duck is a brand name toilet cleaner noted for the duck-shape of its bottle, so shaped to assist in dispensing the cleaner under the rim. The design was patented in the 1980s by Walter Düring from Dällikon, Switzerland. It is now produced by S. C. Johnson & Son.

The Toilet Duck brand can be found in the United States, United Kingdom and other countries around the world. In Germany, it is known as WC-Ente, previously produced by Henkel, and now by S. C. Johnson (Germany), in the Netherlands and Flanders as "Wc-eend", in France as "Canard-WC", in Spain as "Pato WC", in Portugal as "WC Pato" and in Italy as "Anitra WC", in Indonesia as "Bebek" series such as Bebek Kloset, Bebek Semerbak, Bebek Semerbak Flush, Bebek In Tank, and Bebek Kamar Mandi.

Toilet Duck is now called 'Duck' in the UK and Ireland, as the "Toilet" moniker has been dropped from the name.

Ultraman Geed the Movie

Ultraman Geed the Movie (劇場版 ウルトラマンジード つなぐぜ! 願い!!, Gekijō-ban Urutoraman Jīdo Tsunagu ze! Negai!!, also called "Ultraman Geed The Movie: I'll Connect With the Wish!") is a Japanese superhero kaiju film, serving as the sequel and film adaptation of the 2017 Ultra Series television series Ultraman Geed. It was released in Japan on March 10, 2018.The movie's advertising slogan is "Awaken! The strongest gene!!" (目覚めよ!最強の遺伝子!!, Mezameyo! Saikyō no idenshi!!)


Whiskas (formerly known as Kal Kan) is a brand of cat food sold throughout the world. It is owned by the American company Mars, Incorporated. It is available either as meat-like pieces in cans, pouches, or dry biscuits. Most packaging is a recognisable purple color with a stylized silhouette of a cat's head.

You Press the Button, We Do the Rest

"You Press the Button, We Do the Rest" was an advertising slogan coined by George Eastman, the founder of Kodak, in 1888. Eastman believed in making photography available to the world, and making it possible for anyone who had the desire to take great pictures. Until then, taking photographs was a complicated process that could only be accomplished if the photographer could process and develop film. With his new slogan, Eastman and the Eastman Kodak Company became wildly successful and helped make photography popular.

News media
Political campaigning
Psychological warfare
Public relations

This page is based on a Wikipedia article written by authors (here).
Text is available under the CC BY-SA 3.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.