Newsletter : Memorable Advertising Slogans
Can you remember any advertising slogans? The two that spring to mind the quickest are: "Coke is it" and "Just do it". Remarkably short, aren't they? And, let's face it, they are rather meaningless. But just imagine how much money and how many hours went into creating those simple phrases!
A recent survey asked 2,000 British people to list their top ten memorable advertising slogans.
Keep in mind that these are the ten most remembered slogans - not the ten best slogans! For example, 45% of those polled said that they regularly use the Guinness slogan in everyday speech. So, these slogans are the ones that sneak their way into conversations. They are not winning awards for the cleverest or funniest slogans on television.
Jonathan Bramley who carried out the poll said: "Slogans are very powerful advertising tools. If successful, they can stick in the mind. All the slogans featured in the top ten are short, catchy phrases that not only identify products but are so memorable they have become part of everyday language."
The most amazing thing about the poll is that it reveals that 37 percent of people are more likely to buy a product if it used a memorable or catchy tagline. I'd love to disagree with the findings of this opinion poll. In fact, I'd like to say that advertizing slogans have no effect on me. But the sad truth is that I do remember these slogans and they do affect what I buy.
You'll notice that all the slogans are short and catchy, but I feel that the most successful slogans (i.e. the ones that people remember and use) are those that hijack a similar English expression or phrase that already exists. For example, it's easy to remember 'Wassuuppp?' because it is similar to 'what's up?' meaning 'how are you?' or 'what are you doing?' 'Good things come to those that wait' replaces an old proverb 'all things come to he who waits', meaning 'patience is a virtue.' 'Every little helps' hijacks the old saying 'look after the pennies and the dollars will look after themselves.' And 'Just do it' is very similar to common expressions 'Just try it' or 'Give it a go.'
To finish, let me give you some examples of how these slogans may be used in everyday conversations: