What is the slogan

An advertising slogan is a short phrase that accompanies the logo or brand. It conveys the message that the company wants to communicate to the reader and is easy to remember.

It is usually created by a copywriter and can be divided into two types:

• Long-term slogans: refer to the entire company;
• Medium-short term slogans: refer to a product or a line.

The functions of a slogan

• Specifies the message that the company wants to send to customers;
• Makes the message easily memorable;
• Awakens in the customer a need and offers the solution to satisfy it;
• It is very useful because it reinforces the corporate message.

 How to create an advertising slogan?

As we have already said, for it to be effective, the slogan must be short and easy to memorize.

Different points can be followed:

• Choosing the target: the first step is to identify the target audience for your slogan and create communication based on their needs;
• Using the right tone: choosing the right tone for the slogan is very important and should be considered based on the chosen target;
• Gathering company information: this will help strengthen the slogan;
• Using music: nothing helps memorization better than music, so if a slogan is accompanied by sounds and tunes, it can aid in being easily remembered;
• Eliciting a desire in the recipient: succeeding in creating through the slogan a desire that drives the target to buy what is being sold with the awareness that such product satisfies the customer's need;

Examples of Advertising Slogans

"Just do it", meaning just go for it, went viral as a slogan in 1988 during a meeting with the top executives of Nike for an advertising campaign where Wieden suggested "Just do it" as the altered version of "Let's do it", the last words of a condemned man in the state of Utah.

"Think different" means "think differently", created in 1997 to accompany the advertising campaign for products by Apple, coined by the advertising agency TBWA\Chiat\Day in Los Angeles.