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Slogans are an essential element of advertising. They are generally short and they convey the tone of the brand with ease. Memorability is a must, as you must be instantly recognizable by your slogan, and recall back to the brand, and vice versa. In terms of advertising, it is essential to captivate your audience quickly, especially in today's digital age. People need to see that you're the real deal instantly. If you don't, you've already lost a sale.
After reading through B&T Magazine's 10 Best Ever Advertising Slogans article provided in our lecture, I took the information I learned further and took a look at some popular slogans and break them down.
KFC: Finger Lickin' Good - this implies that the food that is available at KFC is so good, that you'll be licking your fingers well after it's finished. This is also a literal indicator that they provide fast-food that doesn't require cutlery to consume. Similar to their most recent slogan "Bucket." which is an on-the-nose play on the words "fuck it" when talking about what to have for dinner. Saying "fuck it" and ordering a bucket of greasy chicken has been a staple of many households and allows consumers to reach the connection on their own, based on their own past experiences.
Skittles: Taste the Rainbow - this slogan uses reframing to communicate the idea of how a rainbow would taste. As we all know, you cannot reach the (very real) pot of gold at the end of a rainbow, so this slogan implies that this is the next best thing. It is also a literal meaning as the candies themselves are different colours, and each have a distinct flavour.
Nike: Just Do It - this slogan allows all consumers to intemperate it in any way they deem feasible. For example, if you were contemplating skipping the gym, Nike will be staring at you from the cupboard. As soon as you see the logo, you will make the connection and you're being subconsciously told to "just do it" instead of being lazy.
Rice Krispies: Snap! Crackle! Pop! - this slogan uses literal meaning as the snapping, crackling and the popping are the sounds that the cereal makes when you add milk. This slogan can also trigger a nostalgic nerve and cause you to hear the feint sounds of the snapping... the cracking... and the popping.
After looking at all of these slogans, I have decided to move forward with the slogan that I thought of initially. As my company name is called The Arc... I would like to play on the biblical story about Noah's Ark without touching any religious aspects.
10 Of Adland's Best-Ever Slogans - B&T. (2019). Retrieved 28 October 2019, from https://www.bandt.com.au/10-best-ever-advertising-slogans/
The Best Company Slogans of All Time!. (2019). Retrieved 28 October 2019, from https://www.qualitylogoproducts.com/promo-university/10-best-slogans-of-all-time.htm
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