Advertising slogans
ADVERTISING TECHNIQUES
Technique
Reason used
1
Sums up what the brand
stands for
Makes the brand’s benefits and
specialities clear
2
Brief
Simple, clear
3
Rhymes
Sticks in the mind of the consumer
4
Mentions the brand’s
name
Sticks in the mind of the consumer
5
Alliteration
Sticks in the mind of the consumer
6
Second person you/we/us
The consumer feels he/she is being
spoken to personally and taken care of
7
Use of ‘every’/ ‘always’
Indicates the company’s unswerving
commitment
8
Present tense
Sense of universality, timelessness
9
Imperatives
Assertive commands designed to
sweep the consumer along
10
Frequent use of capitals
For emphasis
11
Humour
Consumers are entertained, so tend to
be well disposed towards the brand
Use of puns/word play
Gives a second layer of meaning to
impress the consumer with its
smartness and novelty
12
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Advertising slogans
PRODUCTS AND SLOGANS
Match the products and slogans listed below to the ones in the
Products and slogans table. For each one, identify the
technique(s) that have been used.
RONSEAL
MR MUSCLE
BOURSIN
LOTTO
ANADIN
ZANUSSI
B&Q
SHREDDIES
ORANGE
MCDONALDS
KITKAT
PLAYSTATION2
BUDWEISER
ICELAND
ESURE
MABELLINE
Think different.
Really rich coffee.
Vorsprung durch
Technik.
Reach out and touch
someone.
Where do you want to
go today?
Ah, _______
Made for sharing.
The ultimate driving
machine.
Brilliant cleaning starts
with _________
Probably the best lager
in the world.
It’s finger lickin’ good.
Because I’m worth it.
You can be sure of
_______
Do me a _________
You can’t get better
than a _________ fitter.
It’s a _______ . Honest.
Beanz Meanz ________
Life is a journey. Travel
it well.
Britain’s best business
bank.
_________ . because
the Citi never sleeps.
P-p-p-pick up a _______
Grace, space, pace.
Just do it.
Don’t leave home
without it.
Let your fingers do the
walking.
Melts in your mouth,
not in your hands.
A diamond is forever.
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4088.doc
Page 2 of 5
Advertising slogans
Products and slogans table
SLOGAN
PRODUCT
TECHNIQUE(S) USED
(Numbers)
Nothing is more effective
than __________
JAGUAR
Calm down, dear. It’s a
commercial.
L’OREAL
SHELL
The future’s bright, the
future’s __________
YELLOW PAGES
Don’t live a little, live a
_______
SKODA
KFC
The appliance of
science.
AMERICAN EXPRESS
ALLIED IRISH BANK
Keep hunger locked up
’til lunchtime.
PENGUIN
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4088.doc
Page 3 of 5
Advertising slogans
SLOGAN
PRODUCT
TECHNIQUE(S) USED
(Numbers)
CARLSBERG
Du pain. Du vin. Du
_________
QUAVERS
UNITED AIRLINES
Maybe she’s born with it.
Maybe it’s __________
FINISH
BMW
I’m lovin’ it.
KWIK FIT
NIKE
Fun, anyone?
APPLE COMPUTERS
AT&T
Because mums are
heroes.
M&Ms
HEINZ
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4088.doc
Page 4 of 5
Advertising slogans
SLOGAN
PRODUCT
TECHNIQUE(S) USED
(Numbers)
True.
KENCO
AUDI
Have a break. Have a
________
CITIBANK
DEBEERS
Loves the jobs you hate.
MICROSOFT
QUALITY STREET
Don’t just do it,
________ it.
BISTO
Does just what it says on
the tin.
FURTHER POINTS TO DISCUSS
•
•
•
•
Slogans are usually short (2–6 words long). One word cannot
usually express the full meaning. Are there exceptions?
Slogans usually come at the end of an advert. Why?
A slogan is a verbal logo. Which is your favourite slogan and why?
Which slogan uses the most techniques? Is it the best?
© 2007 www.teachit.co.uk
4088.doc
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