As you know, advertising is the engine of commerce. One of the most important factors in the promotion of a product or product on the market is the slogan for advertising. It should attract the attention of the consumer and encourage him to make a purchase.
What it is
Advertising slogan is a short motto of the company orgoods, conveying the basic idea of the whole advertising campaign. The very word "slogan" means in translation from English "slogan", "appeal" or "motto". This short phrase carries a huge meaning - with the help of it, the producer expresses the basic idea or purpose of all its advertising. The function of the slogan is also to increase brand awareness, its image and prevalence among consumers.
Problems of creating a slogan
As can be seen from practice, problems in creatingMany manufacturers and sellers of the goods meet their recognizable motto. Often happens so that the advertising appeal simply does not work, is not remembered by buyers and, therefore, does not make sense. In this regard, not all companies take up the creation of a slogan, in which case the advertisement of a particular product or firm is presented every time in different ways. Meanwhile, the correctly designed slogan means quite a lot - it allows you to make the goods easily recognizable, memorable, maintains the image of the company and the brand that it represents.
Slogan for advertising: how to create
Specialists in advertising and public relations say thatthere are several rules that should be adhered to, creating slogans. First of all, this phrase should be memorable. That is, an associative series is created, when the buyer, hearing a specific set of words, imagines a brand or product in whose advertising this phrase is involved. In addition, the motto of the company should be easy-to-pronounce - do not clutter it with long phrases and words that are difficult to understand. Ideally, the slogan consists of 2-4 words (sometimes you can use 6). It is convenient not so much to attract attention, as for perception and memorization.
If the motto is too long, in printno one will fully read it. The use of rhyme extremely favorably affects perception - the rhymed text will firmly sit in the head of the buyer, especially if you use it constantly and many times. Imaginary phrases and speech turns involve the imagination of people, and this is very beneficial for the manufacturer. For example, in the advertisement of one of the dental clinics, a guarantee of 10,000 candies was indicated. Imagine there and then there is a sort of mountain and a lot of candy wrappers - this image is easy to remember. Naturally, the fuller the created phrase meets all these requirements, the more success you can expect from it.
Which words it is better not to use
One of the main conditionsmatch the slogan for advertising, - originality. This is very important, as there are a number of words that are already so beaten and used that they simply do not affect the buyers. They include several nouns: idea, choice, look, taste, sensation, harmony, dream, decision, quality, color, aroma, pleasure, secret, bliss. Adjectives that are also ineffective are exclusive, correct, true, real, unique, unique, special, impeccable, worthy, prestigious, true, genuine, real, unique, experienced, perfect. They are so often used in advertising that they are no longer perceived by buyers as words with meaning, but simply look like a set of letters. If any of them are still used, it is better to dilute them with original additions or unexpected meaning, so that the slogan is not too banal.
The meaning of the slogan
When a slogan is created for advertising, authors canuse several approaches to its semantic load. For example, you can specify the functional subtleties and features of the product, declare it the best of its kind. You can emphasize the benefits to the consumer - what exactly he will get when buying products. You can position your product as the most suitable for a particular social, demographic or age group - using advertising slogans directed at it. Examples: "Gilette - it's better for a man is not," "The new generation chooses Pepsi," etc. Well, if advertising indicates one of the main activities of the company - "We connect people" for cellular communication, for example. An excellent result gives a mention of the merits of the company or its high status - "20 years on the market", for example, or "We make sport available" from "Sportmaster". Some manufacturers create a certain sense of closeness to their buyer, assuring them that "you deserve it" or "everyone is delighted with you." Be sure to take into account: the slogans of advertising companies should in no case have a dismissive or condescending tone, one can not use negation - as subconsciously it will cause rejection. The most optimal option is to apply only positive and life-affirming phrases that each buyer wants to attribute to himself.
Special tricks that effectively affect the consumer
In the advertising field, it is customary to subtly influencethe perception of the buyer with the help of special techniques - to them can be attributed a play of words. For example, when using the so-called alliteration - all words in a phrase consist of similar letters or each word begins with a single letter - "Your pussy would buy" Whiskas "," Cleanliness is pure Tide "," Wella - you are gorgeous. "For the same The goal is to use the repetition of positive words: "A solid bank for respectable people", "A fresh look at fresh fruit." It should always take into account exactly where advertising will be used - in print publications, the main load is given to the text, here the importance and meaning of each word or phrases difficult to per
Using a neutral motto
All advertising slogans can be conditionally dividedto those that talk about a particular product or activity, and those that simply represent a kind of positive appeal or thought: "You are always ahead of your competitors," "Think about the good," "We make your business prosperous." Such phrases, on the one hand, are convenient from the point of view of re-profiling the company - they can be used for any activity, even if the company suddenly starts to produce something other than the main product, and on the other hand, they do not point at anything and can be used by any other company. In addition, it is perceived as a set of words - there is nothing concrete about a product or service, such a slogan does not say, which means that a client can simply not pay attention to it.
The best slogans for advertising
Creating advertising is a creative process, and heremuch depends not only on the implementation of the rules, but also on the giftedness of the creator. For example, many of the most famous advertising slogans "went to the people" - this is a great success for the company and its product. Multiple repetition of the phrase by people at times increases the popularity of the brand. The best advertising slogans are recalled for many years, even when the product is no longer on the market. Examples are: "Peace, friendship, chewing gum - the company" Rotfront "," Yandex - there is everything "," Sometimes it's better to chew than to say - Stimorol "," Russia - generous soul "," Tanks are not afraid of dirt - KAMAZ "," Make a pause - eat Twix. "A successful word game is used in the advertisement" Volny - Volvo "," There is an idea - there is IKEA. "In beer advertising, successful examples of slogans -" Who goes for "Klinsky?", "Ovip Lokos" , "Time with the Fat Man Flies Invisibly" - all these phrases have settled in the modern language and are often mentioned without reference to the brand.
Western companies usually form a new sloganfor each country in which the product is imported, and in the Russian market many products are also recognizable precisely because of the slogan: "Rexona - never fails", "Take care of yourself." Garnier, "Rondo - fresh breath facilitates understanding." All these advertising slogans and slogans are widely heard. Due to frequent repetition in the media, such advertising really works and motivates consumers to choose these products.
Errors in advertising
Unsuccessful advertising slogans, unfortunately,occur quite often. For example, the slogan "If you eat ravioli, you will live forever like Lenin" or "We will shoe the whole country" makes you think. from the shoe factory. Such calls sound rather strange, not every buyer will run to buy goods after such an advertisement. Sometimes mistakes are caused by a wrong translation - for example, Pepsi launched a video in the Chinese market, in which the call "Cheer up with Pepsi" was translated as "Pepsi will lift from the grave of your ancestors", and one of the beer companies of America called "Make yourself free" translation into Spanish turned into "Suffer from diarrhea." Needless to say, the products did not use success. There are oddities in which the producer is forced to rename the product to sell on the territory of any country - for example, the Visiters have been renamed in Russia to Vizit in order to avoid association with the "hangs". Another example - the company Nestle in promoting the brand "Gerber" has not taken into account the fact that in African countries it is customary to draw on the packaging of products only the products themselves, and not people, as many in the country can not read and only navigate through the pictures on the package. The goods of the company with the image of children and happy mothers were not in demand until the company changed its design.
Slogans in advertising began to be used for a long time. In the Soviet Union, many enterprises used this method of increasing demand. For example, Vladimir Mayakovsky was engaged in the creation of legendary appeals, his motto is "Nowhere except as in Mosselprom," "Comrades, people! Be cultured! Do not spit on the floor, but spit in urns!", "There were no better nipples and no ready sucking up to old age ... ".
In the countries of the West slogans are used not onlyto attract buyers, but also parishioners in the church. For example, the phrase "Shock your mother: go to church", "We guarantee salvation, otherwise we will return your sins" is very popular.
In some cases, the slogan for advertising is leftwithout translation, in order to preserve the originality of the company and emphasize the basic idea. Most often this is permissible with very short phrases, the meaning of which can be guessed without translation - for example, Volkswagen. Das Auto or Nike. Just do it.
From the foregoing, it can be concluded thatthe creation of a slogan is a real creativity and a whole science, which should not be forgotten to all who wish to promote their product or product to the market and profitably sell it more than once.