Ce este un slogan?

Sloganul este un cuvnt sau un grup de cuvinte, o expresie sau o propoziie care creeaz
imaginea/ personalitatea unei firme, unei organizaii, sau a unui grup de persoane.
Sloganul unui produs este, din punct de vedere etimologic, echivalentul vechiului strigt
de lupt(slogan - n celt, strigt de lupt). Scopul lui este tot intimidarea adversarului,
adic a competiiei. Dup toate legile marketingului, sloganul trebuie s fixeze imaginea
produsului n mintea consumatorului i s-i dea indentitate n raport cu cele ale
competiiei. Regula unei sonoriti puternice primeaz. Sloganul trebuie s fie ct mai
expresiv i eufonic, dar este necesar s fie mai mult dect o combinaie de simple
vocabule.
n termenii de mai sus mrcile i siglele companiilor nu sunt altceva dect nsemnele
heraldice de odinioar care le serveau combatanilor drept reper n lupt. Preferina
consumatorului pentru una dintre mrci nseamn victoria companiei care o deine. Pn
i factorii de cuantificare a nfrngerilor i victoriilor sunt asemntori. n timpul n care
sbiile vorbeau, numrul victimelor era indicatorul principal; n vremea conflictelor
economice, volumul vnzrilor i rata marginal a profitului sunt indicii pe baza crora se
poate judeca succesul sau eecul unei campanii promoionale.
Sloganul nu este doar o form textual sau oral de a atrage atentia publicului ci poate fi
la fel de bine i vizual. El nsoete marca i logo-ul firmei turistice i este elementul
publicitar cel mai des reinut de ctre turiti care l pot reproduce fr efort, graie
oralitii lui deosebite i capacitii sale de a comunica mai mult dect cuvinte. El
penetreaz indiferena general a unor persoane suprasaturate de mesaje promoionale i,
pe termen lung, poate aciona aidoma unui cal troian n subcontinetul consumatorului.

Funciile sloganului

Funciile sloganului sunt:

-s atrag atenia destinatarului;
-s-l frapeze fcndu-l s memoreze ideea;
-s evoce mesajul n forma concentrat.

Sloganul se poate repeta identic sau n variante pe parcursul unor campanii publicitare. A
concepe un slogan bun este foarte dificil i nu exist metode infailibile pentru a reui.
Sloganul poate fi regsit n toate activitile i elementele componente ale unei campanii
publicitare.

Condiii pe care trebuie s le ndeplineasc sloganul

Charles L. Whittier afirm n cartea sa Creative Advertising, c un slogan trebuie s

ndeplineasc urmtoarele condiii:
1. S fie memorabil;
2. S evoce numele de marc al produsului (al firmei, al destinaiei turistice);
3. S includ un beneficiu cheie al acestuia;
4. S diferenieze numele de marc;
5. S induc atitudini pozitive cu privire la marc;
6. S reflecte personalitatea mrcii;
7. S fie strategic;
8. S poat fi folosit n forme variate n campania publicitar;
9. S fie competititiv;
10. S fie original;
11. S fie simplu;
12. S fie plcut;
13. S fie credibil;
14. S fie de ajutor n comanda produsului.

n acelai timp el nu trebuie s fie:

1. n legtur cu alte produse i mrci;
2. S fie tocit, uzat, prea mult folosit sau generic;
3. S fie pretenios, elitist;
4. S fie negativ;
5. S ia n derdere numele companiei;
6. S i fac pe oameni s spun: Si ce dac? Sau Chiar?
7. S nu aib nici un neles;
8. S fie complicat sau grosolan.

Informatiile de mai sus, au fost preluate integral de pe site-ul :

http://pentrustudenti.blogspot.com/2008/05/studenii-s-i-compun-un-slogan-pentru-fi.html
Lucruri interesante puteti gasi si pe site-ul: http://pentrustudenti.blogspot.com, autor
Dorin Cristian Coita.
Mai multe informatii despre slogan pe site-ul:
http://www.adslogans.co.uk/ans/index.html(de pe acest site, puteti descarca, in format
electronic mai multe informatii, referitoare la acest subiect) cat si site-ul
http://www.adslogans.co.uk/hof/. Important este, sa aveti rabdare, sa explorati.
Publicat de Cata la 09:46

77 Catchy and Creative Slogans

By Aurora Gatbonton. Filed in Inspiration

Ads by Google
New Graphic Design portalwww.mintia.com You create graphic or you want to buy one?
Visit new website!

A slogan is an advertising tag-line or phrase that advertisers create to visually expresses

the importance and benefits of their product. By and large, its a theme to a campaign that
usually have a genuine role in peoples lives. It has the ability to loan peoples time
and attention by putting consumers at the heart of the solution. Fact is, it is so crucial
that companies spend billions on advertisements around the world to develop a marketing
campaign just to achieve a successful brand awareness.
Every day we see millions of messages and catchphrase everywhere from print media to
online advertisements. True, there are some slogans that we know by heart but a millions
of them have come and gone that we hardly ever noticed. What is it about an advertising
slogan that catapults it into fame? Aside from having outstanding brand recall, they have
a positive x factor that makes us look twice, think thrice and delight the
imagination of their target markets and characterize their products in original ways.
According to the book "Creative Advertising" by Charles Whittier: "A slogan should be a
statement of such merit about a product or service that is worthy of continuous repetitive
advertising; is worthwhile for the public to remember; and is phrased in such a way that
the public is likely to remember it."

Guidelines To Create Great Slogan

1. Identification. A good slogan must stay consistent with the brand name either
obviously stated or strongly implied. Its better to include the name of your
business to it.
2. Memorable. Some of the best taglines or slogans are still being used today, even
though they were launched several years ago.
3. Beneficial. Reveal your purpose and benefits of the product by conveying the
message in consumer language. Turn bad into good. Suggest the risk of not using
the product. Create a positive feeling for the consumers.
4. Differentiation. In an overcrowded market, companies on the same industry need
to set themselves apart thru their creative and original tagline or slogan.
5. Keep it simple. Use proven words and short keywords. One word is usually not
enough.

65 Slogans of Notable Companies

Imax

Volkswagon

Blogger

Mac Pro

Harley Davidson
Calvin Klein

Google

Survivor TV Series

Canon

Walmart
Johnnie Walker

Matchbox

Reebok

3M

United Negro College Fund

Marks & Spencer

Federal Express

Nikon

Red Cross

Playstation
Porsche

Disneyland

Fortune Magazine

Holiday Inn

Ajax
Adidas

Haagen-Dazs

Yellow Pages

IBM

Abbey National
Kodak

McDonalds

Hallmark

De Beers

Levis
Nike

Nokia

Tag Heuer

Sony

News Statesman
Subway

Electronic Arts

Olympus

Vodafone

Maxwell House
Clairol

Aston Martin

Burger King

Visa

Coca-Cola
M&M

Jaguar

AT&T

Kentucky Fried Chicken

LOreal
United Airlines

Diesel Jeans

Metropolitan Life

Nintendo 64

Dixon
Ebay

General Electric

Du Pont

The National Lottery

Energizer

Slogans of Top Advertising Agencies

J Walter Thompson (JWT)

"Time is the new currency"

JWT is one of the largest advertising agencies in the United States and the fourth-biggest
in the world. It is one of the key companies of Sir Martin Sorrells WPP Group and is
headquartered in New York. (wiki) Top clients: Ford, HSBC, Unilever, Nestl, Vodafone.
(visit website)

DDB

"Co-creation"

DDB is a part of Omnicom Group Inc the advertising holding company with the highest
revenue in the world, at US$12.69 billion, according to Advertising Ages agency
rankings of April 2008 founded in Manhattan. (wiki) Top clients: Volkswagen, Capital
One, Epson, Exxon Mobil, Harvey Nichols. (visit website)

Leo Burnett

"Creating ideas and building brands that truly matter to people"

A part of the French group Publicis. Its clients include McDonalds, Coca-Cola, Walt
Disney, Marlboro, Maytag, Kelloggs, Tampax, Nintendo, Philips, Samsung, Visa,
Wrigleys, Hallmark, Allstate Insurance, Procter & Gamble and others. It has 97 offices
in 84 countries. (wiki) (visit website)

M&CSAATCHI

"Brutal simplicity of thought"

An international advertising agency network formed in January 1995 by the brothers

Maurice Saatchi and Charles Saatchi after they were ousted from the advertising agency
group Saatchi & Saatchi which they had founded in 1970. (wiki) Top clients: Heinz,
Porsche, GlaxoSmithKline, Halfords, RBS Group. (visit website)

Saatchi & Saatchi

"Nothing is impossible"

Global advertising agency network with 140 offices in 80 countries and over 6,500 staff.
It was founded in London in 1970 but now headquartered in New York. (wiki) Top
clients: The Labour party, T-Mobile, Sony Ericsson, Carlsberg, Visa. (visit website)

Bartle Bogle Hegarty (BBH)

"When the world zigs, zag"

British advertising agency, responsible for some notable advertising campaigns of the last
30 years. The company was founded by John Bartle, Nigel Bogle & Sir John Hegarty in
1982. (wiki) Top clients: Audi, Levis, British Airways, Lynx, Vodafone. (visit website)

TBWA

"The disruption agency"

International advertising agency whose headquarters are in Midtown Manhattan, New

York City, United States. The companys name is formed by the initial of each of its
four founders. (wiki) Top clients: PlayStation, Apple, Nissan, Galaxy, Mller. (visit
website)

Ogilvy Group

"To be most valued by those who most value brands"

International advertising, marketing and public relations agency based in Manhattan and
owned by the WPP Group. The company operates 497 offices in 125 countries with
approximately 16,000 employees. (wiki) Top clients: Ford, American Express, IBM,
Barclays, BT. (visit website)

RKCR/Y&R

"Brand energy"

Top clients: Marks and Spencer, Lloyds TSB, Bacardi, Land Rover, Oxfam. (visit
website)

Wieden + Kennedy

"Creating strong, provocative relationships between good companies and their

customers"

Independently owned American advertising agency best known for its work for Nike,
Honda, Coca-cola and Starbucks. Founded by Dan Wieden and David Kennedy on April
1, 1982, in Portland, Oregon, it is one of the largest independently-owned advertising
agencies in the world. (wiki) (visit website)

Euro RSCG London

"Contagious ideas"

London-based integrated advertising agency. It is part of the Euro RSCG Worldwide

network which has 233 offices located in 75 countries throughout Europe, North
America, Latin America, Asia Pacific and the Middle East. (wiki) Top clients: The
Conservative Party, Citro*, Evian, Yakult, Peugeot. (visit website)

WCRS (Aegis Group)

"A brands best friend"

Aegiss services include market insight and communications strategy, through digital
creative execution and website design and build, to media planning and buying, brand
tracking and marketing analytics. Top clients: BMW, Sky, Abbey, Weetabix, 118 118.
(visit website)

Ads by Google
Website Filterwww.gfi.com/web-filtering Filter website access during work hours.
Download 30 day trial now!

Aurora Gatbonton

Au a.k.a. AwGatsby is a photographer and portrait artist who works full time creating
web content for the Web.

Tags:

catchy
creative
motto
slogan
tagline

Advertisement

Get the latest in your Inbox for free.

Popular Now

1 [Giveaway] 6x Responsive eCommerce Templates

2 24 Awesome Web Design Conferences You Should Know
3 Google Keep Organize & Save Your Thoughts
4 Bloggers: 10 Tips To Help You Write Better
5 20 Sites To Get Paid For Writing And Blogging Best Of
6 8 Mind-blowing Gadgets You Can Control Just With Your Brain
7 Practical Approach To Choosing Website Color Scheme
8 Web Design: Clipping and Masking With CSS
9 10+ Samsung Galaxy S4 Accessories To Watch Out For
10 A Look Into: HTML5 <article> and <section> Elements

Readers' Fav

Wallpapers
Social Media
Photography
Photo Manipulation
Freebie
Photoshop
Freelance

About Us
Hongkiat.com is a design weblog dedicated to designers and bloggers. We constantly
publish useful tricks, tools, tutorials and inspirational artworks. Read more...

Navigate

About Us
Advertise
Contact Us
Write for Us
Submit Tips
Privacy Policy
Publishing Policy

We're Social

Facebook
Twitter
Google +
RSS
Digg
Deviant Art
FriendFeed

Our Partners

NetDNA
WPWebhost

2012 Hongkiat.com. Designed by Hongkiat Lim. Sitemap

Reproduction without explicit permission is prohibited. All Rights Reserved.

Disclaimer: The editor(s) reserve the right to edit any comments that are found to be
abusive, offensive, contain profanity, serves as spam, is largely self-promotional, or
displaying attempts to harbour irrelevant text links for any purpose.

Back to Top