The power of slogans. 'I'm lovin it'.

　

The power of slogans. 'I'm lovin it'.

 

The world of advertising. A place where multinational corporations fight in the masses to gain the pennies lingering at the bottom of a purse. A place where if your slogan fails to catch attention then you'll be the ones who suffer. But most of all a place where linguistical features of the English language thrive in changing the mind-set of an entire population. Thus I will explore the power that these slogans hold on a population and how they do so through so many small but sophisticated ways.

 

What makes a memorable slogan? This is the key thing what advertisers strive for their slogan to do as if the slogan is memorable then the product will be remembered also thus fulfilling the aim of selling products worldwide. One way that slogans remain forever in our minds is due to the way they make it personal to us the buyer for example if we look at (http://money.howstuffworks.com/ad-slogan2.htm)  we see which words are frequently used in slogans and the reason is because these words make a product personal to us. If you look at famous slogans such as Asda's 'Saving you money every day' and L'Oreal's 'Because your worth it' you see the pattern that the most successful companies in advertising are the ones whose slogans are personal to the buyer.

 

But it's not just through making the slogan personal to us which makes it successful it's the way that some advertisers use neologism (http://www.thefreedictionary.com/neologism) such as KP peanuts with their slogan 'Pure snacking. Pure snacktivity' which stays stuck in the public's head for days. Why is it that the population find themselves attracted to slogans where the words used do not exist? It creates a mystical yet fun side to a product that we cannot help but be drawn into as we go about our plain human lives forever looking for a way to escape from our daily routine and maybe it's this feeling that the advertisers use to manipulate us for their own ends.

 

Yet whilst writing this article how could I forget to mention the use of puns used widely in the world of advertising in the hope of shifting more goods of the shelf. As we all know the British people like a good pun and it's no surprise that advertisers such as Tic Tac with their slogan of 'Tic Tac surely the best tactic' use them as frequently as possible which has obviously helped their product to be widely loved and sold across the world. But why are puns so successful in making a good slogan? Yet again could it be the fact that we long for something to make our day interesting or maybe the fact we enjoy to read a slogan that makes us laugh.

 

All we do know is that slogans hold considerable power over our thoughts and it's not always the fact we want to buy the product but we 'just do it' anyway and 'It's g-r-r-eat', well for the advertisers anyway.

 

Harry Palmer