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At first glance, a slogan is just a set of words, but how friendly these words are in a common phrase and what semantic load they carry, it depends whether the brand will take a significant place in the mind of the buyer or remain an inconspicuous gray mouse among the crowd of faceless names. In this article, we'll take a step-by-step look at:

Why is the slogan so important?

What are good and bad slogans?

How to create a slogan?

What is a company slogan?

Well, say a couple of slogans that come to your mind right now. Surely, these will be such cool slogans for advertising as:

Why do these slogans cut so hard into our brains?

Because the slogan is key phrase into the brain of the buyer, which conveys the advertising message and integrates the name, brand legend and history. A good slogan should strike your buyer on the spot, overshadow all the images of competitors and evoke a strong emotional response, something like this:

Where did the slogan come from?

For the first time this term was used by American advertising specialists. Today they have replaced it with Tagline.

In England, it is customary to use - endline. In Germany, marketers use the concept - claims, and in France - signatures. In fact, mottos have existed since the time of ancient rulers. Remember the well-known motto of the three musketeers: "One for all, and all for one?" Dumas adopted this motto from the Swiss Republic on the coat of arms. Effective slogans are expressive phrases dedicated to some event or time. For example, the well-known expression of Stalin: "He who does not work, he does not eat," belongs to the Apostle Paul. And the well-known expression supposedly by Alexander Nevsky: "Having taken the sword, they will perish by the sword" - can be found in the GOSPEL from Matthew.

When did the first advertising slogan appear?

The answer to this question is very difficult to find, but there is a legend according to which the advertising slogan appeared back in the 50s of the 19th century, when advertisers were limited by the volume of published lines in printed publications. To stand out from the crowd, I had to look for creative ways to present information about the company and services. One of the advertisers decided to place the same phrase in newspaper lines with the following content: Did you use Pear's pear soap today? It was better remembered by readers and really attracted attention.

A good slogan often turns into an independent advertising message and takes on a life of its own. Lucky can become part of everyday speech, be on the lips all the time, but at the same time maintain a close connection with the brand. This is the goal that any brand owner should strive for. It also happens when the brand exists by itself, and the slogan - by itself. In this case, the value of the slogan is highly questionable.

What advertising slogans to attract customers are there?

By reference to the product, slogans are divided into:

The first two are best for customer perception because they are easy to remember and associate with brands. The latter, however, need time for people to begin to perceive the brand and the slogan in one bundle.

Is it possible to completely do without a slogan?

Actually you can! Today, the slogan rarely adds any significant meaning and semantic load to the advertising message. More and more it is a collection of meaningless words. But if only it's something ingenious, like the slogan for Rolls-Royce, for example: At sixty miles per hour, the loudest sound in the cabin is the ticking of the clock, "which David Ogilvy came up with.

This slogan doubled the company's sales in America. Or this Xerox slogan: We taught the world to copy.

Before starting to work on the Rolls-Royce slogan, Ogilvy read about all the cars for three weeks in a row, studied their characteristics thoroughly, until he was finally convinced of his idea about the ticking of the clock. This is to the fact that it will not work to create effective advertising, without having studied the product from all sides and without analyzing its market environment. In order for a super-idea to really visit a person, his subconscious must be stuffed with information to the maximum to failure. To do this, you need to collect facts, analyze data, constantly think about finding a solution. Then you should abruptly turn off the brain to think rationally - go out for a breath of fresh air in the park, ride a bike, play with children, jump with a parachute. Already then a super idea can be born. She can come to you even in a dream. It was there that Ogilvy saw the idea of ​​a running white horse dragging a large grain wagon across a field.

How to create the best slogans in the world?

You need to honestly answer yourself these 5 questions:

1. When the idea first hit your head, did it freeze you in place?
2. Have you thought about creating something like this before?
3. Does this idea remind you of something else, is it unique?
4. How does the found solution fit in with the company's strategy?
5. Can the slogan be used for the next 20-30 years? Will it lose relevance over time?

Remember what Dunno on the Moon said: “Oh, those lunar customs! Shorty will never eat candy, bread and gingerbread from a factory that does not come up with some kind of puzzling advertising to attract customers.

To make the process of creating a slogan simple, here are a few overused words that are best avoided.

Look at these three examples of customer acquisition slogans, which one do you like best and why?

• Amazing view of relaxation
• More than just sea and sun
• An antidote to civilization

How to come up with a slogan for a brand?

We proceed directly to the creation of the slogan.

1. You need to start with the preparatory stage. This is the receipt of a detailed technical assignment and all necessary information about the company and brand.
2. Then collect, if they are not there, and study, if they are - marketing aspects: naming, characteristics, the target audience and avatar, main competitors, their advantages.
3. Reveal the unique trade offer- the main advantage that distinguishes it from competitors.
4. Generate ideas and find the right images.
5. Pick up words and choose an artistic genre.
6. Write slogans.
7. Test them and choose the best one, taking into account the purpose and strategy of the brand.

How can you tell if a slogan is good or bad?

• First, a good slogan is immediately remembered.
• Secondly, it must be related to the characteristics of the product and its functional qualities. If there is no such connection, then the value of the slogan is minimal.
• Thirdly, the slogan must be unique and well differentiated from competitors.
• Fourthly, the slogan should keep the human mind long enough to milk it for money. In other words, he must be brilliant.

Speaking of geniuses... One day, Pushkin was penniless, and a German knocked on his door asking him to sell only 4 words. "What 4 words?" - shouted the poet, already about to send the petitioner to roll down the steps. "Clearer than the day, blacker than the night," the German spoke calmly. He was going to use these lines to advertise waxing boots.

Where do you get ideas for inspiration?

Here is another great hint where you can look for great slogans - in the works of great poets and writers.

Aphorisms help a lot, because slogans came from them. In order to fill your hand, you must constantly read aphorisms different countries and peoples, including the sayings of great people. Another source for finding inspiration and brilliant ideas is "Thoughts of Great People" or "Life of Remarkable People". To give your brain food, you need to read these volumes for at least 15-20 minutes a day.

Proverbs and sayings - this is a whole treasury of folk sayings, which, having successfully paraphrased, you can get effective models of slogans. For example, the well-known proverb "God Protects the Safe" can be used to advertise condoms.

"The bold and the sea knee-deep" - can be used to advertise some extreme tours - rafting on mountain rivers.

"Seven troubles - one answer" - Coldrex

"A mosquito will not undermine the nose" - Autan bite remedy

By changing some words, you can get effective and working slogans: Take everything tasty from life, Beauty does not require sacrifice, Galina Blanca - love from the first spoon. Come back - good omen. Ideas can also be drawn from the writings of ancient philosophers. Look at what cool aphorisms Confucius has, Japanese poetry is very interesting, because the Japanese masters of the word are famous for their ability to draw images in one detail and convey whole meanings in just three lines.

The very process of writing a slogan is somewhat similar to the work of Japanese poets to compose three lines - haiku. First you need to delve into the very soul of the subject, and then transfer the state of the spirit into words. To create a slogan, you also need to get into the essence and express it in a few words. For successful copywriting, the following exercise is very helpful: you need to take a volume of poems by the Japanese poet Basho with you and go to nature. Inspired by picturesque landscapes and a beautiful style, you can significantly diversify your creativity and professional skills. In addition to all of the above, it will not be superfluous to simply read good literature, watch TV - programs, visit interesting places, listen to speeches of famous personalities. All this enriches and adds color to the professionalism of a copywriter. Of course, do not forget about professional literature - read the works of famous copywriters.

How to test slogans?

1. The easiest way to test a slogan for attractiveness after creation is to read it to friends and acquaintances. If after reading they have a desire to buy a product, then it works. If not, it needs to be improved.
2. Focus group. A good method, but to conduct this study correctly, you need a qualified moderator with knowledge of marketing and preferably psychology.
3. Machine analysis. The www.analizfamilii.ru service allows you to analyze texts and phrases in terms of euphony.

Why are modern slogans so boring?

Why do slogans from the 90s remain in our memory, while modern ones sink into consciousness a little and remain there?

Advertisers are afraid and reinsured. What can be seen on TV channels now? If there is an advertisement for chocolate, then there is a cheerful family and harmonious relationships, if an advertisement for dairy products is the same story. It's excellent - but boring. And I want a real creative that breaks patterns. And we see the same stereotype - a happy mother, happy children and a fit dad, and yes, even a dog or a cat.

English-language slogans in the Russian media. Examples

Have you noticed that all English-language slogans have a very simple structure and usually consist of three or a maximum of four words? Sometimes this simplicity does not even allow translators to literally translate the slogan from English into Russian. Often in Russian, foreign slogans lose their zest. The main reason for using foreign words in slogans lies in imitation of imported brands. A study was conducted that showed that buyers trust brands with a foreign word in their name more.

Slogans that contain foreign names attract primarily a youth audience. For example, few people know that Sela is a St. Petersburg brand. Her famous slogan - Feel the same - is not specially translated into Russian. English language today is international, so an increasing number of slogans can be found in English.

Why understand ABC when creating slogans?

It's important to think!

One of the mistakes why slogans do not work is the wrong words. As you know, words consist of letters, and each letter has its own symbolism, meaning and program, which means that it can influence the semantic field of the slogan. Have you ever thought about why people speak in simple and familiar words, but do not understand each other? Because they do not know the capital letter, they do not know how to read the hidden characters between the lines. We seem to know what the word means, but we do not know the deep meaning. By building the right dialogue with the language, he begins to open up a huge world of meanings to us, the language introduces us to the deep and hidden truth. And it is the copywriter who writes slogans who first of all needs to master the knowledge of the initial letter in order to correctly convey the meaning of the advertising message. But in order to see hidden behind each letter, we are prevented by a false concept that we all know. Thinking has a linguistic nature. If we comprehend the world incorrectly, that is, we do not read the meanings contained in letters and words, we form an illusory reality or an imaginary one, which turns out to be a trap. To get out of it, it is necessary to understand the language with which we describe reality, only then will we get closer to the truth. Here is another reason why modern slogans do not work in business - semantic meanings are incorrectly laid in them.

An unsuccessful combination of words can lead to failure, and a successful one, on the contrary, to prosperity and the correct perception of the whole phrase by buyers. In other words, the slogan is a symbolic code where the scenario of the company and brand's fate is hidden. At first sight, this information seems insignificant. The science of the initial letter is not taught in institutes, they are not read in copywriting courses. But this is the basis of the basics, because each letter (and there are 49 of them) includes 48 figurative and one numerical value.

Just imagine - one letter has 48 images, some of which are positive aspects and some are negative.

But you need to approach the study of the initial letter consciously, because this knowledge is sacred and a superficial approach can be fatal. It’s better not to joke with letters, you never know what word they will be assembled into!

Online - Services that will help you create an interesting slogan:

Such generators will be a great help in creating slogans if your imagination and brain are stalled and can no longer offer interesting slogans to attract attention. Many will say that this is the most easy way problem solving. But even the most talented copywriter sometimes has a creative crisis, but you need to urgently squeeze out options for ideas in conditions of eternal time pressure.

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What it is

An advertising slogan is a short motto of a company or product that conveys the main idea of ​​the whole advertising campaign. The word "slogan" itself means "slogan", "call" or "slogan" in translation from English. This short phrase carries a huge meaning - with the help of it, the manufacturer expresses the main idea or the purpose of his entire slogan is also to increase brand awareness, its image and prevalence among consumers.

Problems of creating a slogan

As can be seen from practice, many manufacturers and sellers of goods face problems when creating their own recognizable motto. It often happens that an advertising call simply does not work, is not remembered by buyers and, therefore, does not make sense. In this regard, not all companies undertake to create a slogan, and in this case, advertising of a certain product or company is presented differently each time. Meanwhile, a properly developed slogan means quite a lot - it allows you to make the product easily recognizable, memorable, supports the image of the company and the brand that it represents.

Slogan for advertising: how to create

Experts in the field of advertising and PR say that there are several rules that should be followed when creating slogans. First of all, this phrase should be memorable. That is, an associative array 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 company's motto should be easy to pronounce - do not clutter it up with long phrases and words that are difficult to understand. Ideally, the slogan consists of 2-4 words (sometimes 6 can be used). This is convenient not so much for attracting attention, but for perception and memorization.

If the motto is too long, no one will read it to the end in printed form. The use of rhyme has an extremely favorable effect on perception - a rhymed text will firmly plant itself in the buyer's head, especially if you use it constantly and many times. Figurative phrases and turns of speech involve the imagination of people, and this is very beneficial for the manufacturer. For example, in an advertisement for one of the dental clinics, a guarantee of 10,000 candies was indicated. A kind of mountain and a lot of candy wrappers immediately appear in the imagination - such an image is easy to remember. Naturally, the more fully the created phrase meets all these requirements, the more success can be expected from it.

Which words are better not to use

Another of the main conditions that a slogan for advertising must meet is originality. This is very important, because there are a number of words that are already so beaten and used that they simply do not affect buyers in any way. These include several nouns: idea, choice, sight, taste, sensation, harmony, dream, decision, quality, color, fragrance, delight, secret, bliss. Adjectives that are also no longer effective are exclusive, correct, true, valid, unique, unique, special, impeccable, worthy, prestigious, faithful, genuine, real, unique, tested, 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 some of them are still used, then 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 creating a slogan for advertising, authors can use several approaches to its meaning. 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 for the consumer - what exactly he will receive when buying products. You can position your product as the most appropriate for a particular social, demographic or age group - using targeted advertising slogans. Examples: "Gilette - there is no better for a man", "The new generation chooses Pepsi", etc. It is good if one of the main activities of the company is indicated in the advertisement - "We connect people" for cellular communication, for example. An excellent result is given by a mention of the merits of the company or its high status - "20 years on the market", for example, or "We make sports accessible" by "Sportmaster". Some manufacturers create a certain feeling of closeness to their buyer, assuring that "You deserve it" or "Everyone is delighted with you." Be sure to consider: slogans advertising companies in no case should they have a dismissive or condescending tone, you can not use denial - as subconsciously this will cause rejection. Most best option- apply only positive and which each buyer wants to attribute to himself.

Special techniques that effectively affect the consumer

AT advertising It is customary to subtly influence the perception of the buyer with the help of special techniques - these include a play on words. For example, when the so-called alliteration is used - all the words in the phrase consist of similar letters or each word starts with one letter - "Your pussy would buy Whiskas", "Clean - pure Tide", "Wella - you are great". For the same purpose, the technique of repeating positive words is used: "A solid bank for solid people", " A fresh look at fresh fruit". At the same time, you should definitely take into account exactly where the advertisement will be used - in print media, the main load is given to the text, here the importance and meaning of each word or phrase can hardly be overestimated. In videos, you can perfectly complement the call with a visual range and bright pictures Radio advertising allows you to use intonation and voice - "RedBull inspiring".

Use of a neutral motto

All advertising slogans can be divided into those that speak about a specific product or activity, and those that simply represent some kind of positive call or thought: "You are always ahead of the competition", "Think positive", "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 in any activity, even if the company suddenly starts producing something else besides the main product, and on the other hand, they do not indicate anything and can be used by any other company. In addition, it is perceived as a set of words - such a slogan does not say anything specific about a product or service, which means that the client may simply not pay attention to it.

The best advertising slogans

The creation of advertising is a creative process, and here a lot depends not only on the implementation of the rules, but also on the talent of the creator. For example, many of the most famous advertising slogans "gone to the people" - this is a great success for the company and its product. Repeated repetition of the phrase by people at times increases the popularity of the brand. The best advertising slogans are remembered for many years, even when the product is no longer on the market. These phrases can serve as examples: "Peace, friendship, chewing gum - the Rotfront company", "Yandex - there is everything", "Sometimes it's better to chew than talk - Stimorol", "Russia is a generous soul", "Tanks are not afraid of dirt - KAMAZ "," Take a break - eat Twix ". A successful pun is used in advertising" Free - Volvo "," There is an idea - there is IKEA ". In beer advertising successful examples slogans - "Who goes for Klinsky?", "Ovip Lokos", "Time flies unnoticed with the Fat Man" - all these phrases are well-established in the modern language and are often mentioned without reference to the brand.

Western companies usually form a new slogan for each country into which the product is imported, and on Russian market many products are also recognizable thanks to the slogan: "Rexona - never let you down", "Take care of yourself. Garnier", "Rondo - fresh breath makes understanding". All these advertising slogans and slogans are on everyone's lips. Due to the frequent repetition in the media, such advertising really works and motivates consumers to choose these particular products.

Errors in advertising

Unsuccessful advertising slogans, unfortunately, are quite common. For example, the slogan "If you eat dumplings, you will live forever like Lenin" or "We will put shoes on the whole country!" makes you think. from a shoe factory. Such calls sound rather strange, not every buyer will run to buy a product after such an advertisement. Sometimes errors are caused by mistranslation - for example, Pepsi launched a video in the Chinese market in which the call "Cheer up with Pepsi" was translated as "Pepsi will raise your ancestors from the grave", and one of the beer companies in America called for "Make yourself free", which translated into Spanish became "Suffer from diarrhea." Needless to say, the products were not a success. There are oddities in which a manufacturer is forced to rename a product in order to sell it on the territory of a country - for example, Visit condoms were renamed Vizit in Russia to avoid association with "hanging". One more example - Nestle company when promoting the Gerber brand, they did not take into account the fact that in African countries it is customary to draw only the products themselves, and not people, on the packaging of products, since many in the country cannot read and are guided only by the pictures on the packaging. The company's products with the image of children and happy mothers were not in demand until the company changed its design.

Story

Slogans in advertising have been used for a very long time. In the Soviet Union, many enterprises used this method of increasing demand. For example, Vladimir Mayakovsky was involved in the creation of legendary appeals - he wrote the mottos "Nowhere but in Mosselprom", "Comrade people! Be cultured! Don't spit on the floor, but spit in the bins!" suck until old age ... ".

In Western countries, slogans are used not only to attract buyers, but also parishioners to the church. For example, the phrases "Shock your mother. Go to church", "We guarantee salvation! Otherwise we will return your sins" are very popular.

In some cases, the slogan for advertising is left without translation in order to preserve the originality of the company and emphasize the main idea. Most often this is allowed with very in short sentences, the meaning of which can be guessed without translation - for example, Volkswagen. Das Auto or Nike.

From the foregoing, we can conclude that the creation of a slogan is real creativity and a whole science, which should not be forgotten by everyone who wants to promote their product or product to the market and sell it profitably more than once.

For example: "Don't let yourself dry up!" or "Sometimes it's better to chew than to talk." It happens that the slogan starts up on its own when no one remembers the subject of advertising. Do not confuse the title with the advertising slogan, these text units different tasks. The headline is designed to interest the consumer and encourage him to read the text. The function of the slogan is to convey the main idea of ​​the advertising campaign and maintain its integrity.

There are different requirements for the slogan and heading: The slogan cannot be changed during the advertising campaign, it is the motto that must sound from the beginning to the end of the campaign. The title is a variable element, it can be changed. Thus, advertisements placed on a billboard and in a magazine may well have different headings. The slogan is the slogan of the advertising campaign, it must be easy to remember. This requirement has nothing to do with the title.

The main features of an effective slogan:

• brevity and memorability;
• originality;
• compliance with brand positioning;
• The slogan must contain the name of the brand.

Light, short, elegant and aphoristic slogans are well remembered. The slogan should not be long - no more than ten words, preferably up to six. Don't use hard-to-pronounce words. Avoid hackneyed phrases and platitudes, then you can interest the audience and make the desired impression. In the ideal case, you will be able to see the unusual in the ordinary and you will create a masterpiece.

Unfortunately, slogans are often repeated almost verbatim. Some words are used so often that they have already become hackneyed and cause soreness. Experts have compiled a whole list of similar elements that are not recommended for use:

Nouns to avoid: choice, decision, idea, bliss, quality, harmony, dream, color, taste, aroma, feeling, sight, enjoyment, secret.

Adjectives: real, correct, exclusive, authentic, prestigious, true, true, valid, unique, unique, original, inimitable, special, tested, perfect, worthy, impeccable. It may seem that the ban on these words makes it impossible to draw up an advertising slogan.

Believe me, the Russian language is much richer and more flexible than the lexical constructions that are usually used in advertising. An unconditional taboo should be the combination of stamped nouns with the same adjectives. If you still cannot do without worn out words, they must be justified by a very original “makeweight”.

How successful slogans are constructed

In the slogan, you can draw the attention of potential consumers to:

• Features of functioning - "You press the button, we do the rest" (Kodak advertisement).
• Benefit for the buyer - "Let go of your anxiety!" ("Afobazol", a sedative).
• Orientation to consumers from a specific group: “The new generation chooses Pepsi” “Gillette. There is nothing better for a man."
• High professionalism and quality: «Indesit. It will last a long time."

The main motive may be the company's philosophy: "It's good where we are" (Samsung). In corporate slogans, it is appropriate to focus on the authority of the company: "HP-Laser Jet - 20 years of confident victories." One of the topical solutions is the illusion of proximity to the consumer, contact with him. “We care about you and your health” (Johnson & Johnson), “Wella. You are wonderful". In this case, the slogan can be built as a statement on behalf of the consumer: “Tefal. You always think about us”, “McDonald's. Here is what I like". The slogan can also convey the features of emotional positioning: “Joy of movement” (BMW slogan).

So, the slogan should be memorable, original, concise, relevant to brand positioning and creative advertising strategy. In addition, it is important to remember that the tone of the slogan should not be condescending, dismissive, arrogant. The slogan should not be unethical and vulgar, contain negations. The positive effect is better. It is desirable that the slogan has a benevolent emotional coloring. These are general rules creating a good slogan. The more such recommendations are taken into account, the more effectively it will work.

Categories of slogans

Depending on the purpose, slogans are divided into:

• Advertising - for goods.
• Company slogans.
• Supporting the image of the company.
• Missions.

Brief instructions for creating an effective slogan

Highlight and display the main advantage of the company. You are certainly familiar with the slogan "M&M's melts in your mouth, not in your hands." The main advantage of colored sweets is that the icing covering the chocolate does not melt when heated in the hands, and does not stain them.

Note that products belonging to the same group are often presented with similar slogans. So, all expensive cars:

• Symbolize your superiority.
• Indicate the desire for the ideal.
• Call to control the dream.
• They promise pleasure without delay.

Study the slogans of your competitors and try not to copy them. Analyze the phonosemantics of your slogan. In other words, listen to how it sounds. Sounds are rounded and soft, strict and hard. Which of them prevail in your motto will depend on its perception.

Rhyme the slogan, and even better, give it rhythm. It’s very good if you manage to compose a slogan song. This ad is very memorable. Remember Always Coca-Cola? Tell us about the purposefulness of the company, about its steady development. Declare customer loyalty. Be honest. Self-praise with endless “number one” and “we are the best” does not deceive or attract anyone.

You can create your own slogan, or maybe your company's motto will appear as a result of joint creativity creative employees. If you are not confident in your abilities, turn to professional copywriters whose services are not so expensive: 10 variants of a slogan usually cost 100 to 300 dollars.