2. 外语
  3. Ad Slogans How many times have you been in your car with your radio on, gotten out, and hours later, had some jingle (广告诗) p

Ad Slogans How many times have you been in your car with your radio on, gotten out, and hours later, had some jingle (广告诗) p

admin2010-07-14  21
问题                                            Ad Slogans
    How many times have you been in your car with your radio on, gotten out, and hours later, had some jingle (广告诗) playing in your head? This, my friends, is good advertising. That jingle was so catchy that hours after you had been exposed to it, it still lingered. The same can be said of ad slogans. Every day, we are surrounded by car ads, credit card ads, travel ads, food ads, clothing ads... the list goes on.
The Basics
    The purpose of the strapline or slogan in an advertisement is to leave the key brand message in the mind of the target (that’s you). It is the sign-off that accompanies the logo. Its goal is to stick: "If you get nothing else from this ad, get this...!" A few well-known examples of these slogans include:
    •American Express: "Don’t leave home without it"
    •Apple: "Think different"
    •AT&T: "Reach out and touch someone"
    •Timex: "Takes a licking and keeps on ticking"
    •Wendy’s: "Where’s the beef?"
    •Wheaties: "The breakfast of champions"
    Unforunately, ad slogans don’t always work, usually because they are generic, ready-to-wear, off-the-shelf lines that are taken out and shined up, ready to be used again and again when rite creative juices have stopped flowing. Dozens of advertisers use them without blinking. Their ad agencies should be ashamed of themselves!
The Perfect Tagline
    A perfectly-formed tagline should fulfill several criteria. First, it should be memorable. Memorability has to do with the ablity the line has to be recalled unaided. A lot of this is based on the brand heritage and how much the line has been used over the years. But if it is a new line, what makes it memorable? The big idea should be told in the advertisement. The more the tagline resonates with the big idea, the more memorable it will be.
    Guinness used to use the line" Guinness is good for you’ until the authorities got after them, saying "Come on! Guinness is stout (烈性啤酒)! It contains alcohol! It can’t be good for you! So stop using that claim!" So, the Guinness ad agency came up with a stoke of genius. The line? "Guinness isn’t good for you." A good slogan should recall the brand name, and ideally, the brand name should be included in the line. "My goodness, my Guinness!" works, as does" Coke is it!" On the other hand, "Once driven, forever smitten (深有感触)" does not easily invoke the word Vauxhall—a British car made by General Motors. If it is successful, the line should pass readily into common idiom as a catch phrase, such as "Beanz meanz Heinz" or "Where’s the beef?" In addition to a provocative and relevant illustration or story, alliteration (头韵) like Jaguar: "Don’t dream it. Drive it.", coined or made-up words (Louis Vuitton: "Epileather"), puns, and rhymes are good ways of making a line memorable. So is ajingle.
    A good tagline should include a key benefit: "Engineered like no other car in the world" does this beautifully for Mercedes Benz. "Britain’s second-largest international scheduled airline" is a’so waht’ statement for the late Air Europe. You might well say "I want a car that is engineered like ho other car in the world," but is is unlikely that you would say "I want two tickets to Paris on Britain’s second-largest inernational scheduled airline!"
    There’s a well-known piece of advice in te world of marketing: "sell the sizzle, not the steak." It means to sell the benefits, not the features. Since the tagline is the leave-behind, or the take-a-way, surely the opportunity to implant a key benefit should not be missed:
    •Holiday Inn: "Pleasing people the world over"
    •Karry-Lite: "Takes the ’lug’ out of luggage"
    •Polaroid: "The fun develops instantly"
    •The Economist: "Free enterprise with every issue"
    Conversely, the following lines have no obvious benefits:
    •Equity & Law: "Need we say nore?"
    •Exxon: "We’re Exxon"
    •Lite Tuff: "That’s Lite Tuff!"
    •Sapolia Soap: "Use Sapolio"
    In addition, a good tagline should differentiate the brand:" Heineken refreshes the parts &her beers cannot reach" does this brilliantly. It’s a classic. When the line needed refreshing, it was extended in later executions to show seemingly impossible situations, such as a deserted expressway in the rush hour, with the line"0nly Heineken can do this," and lately showing unlikely but admirable situations, such as a group of sanitation engineers trying to keep the noise down to the comment: "How refreshing! How Heineken!"
    The distinction here is that the line should depict a characteristic about the brand that sets it apart from its competitors, such as these lines that deliver differentiation:
    •British Rail: "We’re gitting there"
    •Cheese Council: "Anyway you please it, cheese it"
    •Timex: "Takes a licking and keeps on ticking"
    •Metropolitan Home: "Mode for your abode"
    A good tagline should also recall the brand name. What’s the point of running an advertisement in which the brand name is not clear? Yet millions of dollars are wasted this way. ff the brand name isn’t in the tagline, it had better be firmly suggested. Nike dares to run commercials that sign off only with their visual logo (the Swoosh). The word Nike is unspoken and does not appear. This use of semiotics (符号学) is immensely powerful when it works, because it forces the viewer to say the brand name.
    It is great to use rrhyme, but a fall-back position is to use a rhyme and mention the brand name without it actually rhyming. Examples include "A Mars a day helps you work, rest, and play," and "We will sell no wine before its time (Paul Masson)." Note how the competitive edge is lost when the brand name is not hte rhyme. It could easily be" An apple a day helps you work, rest and play," or "Ernest and Julio Gallo will sell no wine before its time."
    An effective tagline should impart positive feelings about the brand: All the liness mentioned previoously do this, some more than others, "Once driven, forever smitten," for example, or "Coke is it!" Contrast this with Triumph’s line for its TR7 sports car in 1976: "It doesnt look like you can afford it," or America’s Newport cigarettes: "After alt, if smoking isn’t a pleaseure, why bother?"
     Publisheers will tell you that negatie book titles don’t sell. It is my belief that negative advertising is hard to justify. Notice how boring all the negative electioneering is in political campaigns. The voters just want to turn off. Here is a group of lines that don’t profess good news:
    •Bacardi Spice(Rum): "Distilled in hell"
    •Hungry Joes: "Bad news for baked potatoes"
    •Kellogg’s Eggos Waffles: "You’ll never want to I’eggo"
    •Lea & Perrins: "Steak sauce only a cow could hate"
    Quite importantly, a good tagline should not be usable by a competior: you should not be able to substitute a competitive brand name and use the line. For example, "My goodness, my Murphy’s!" (Taking from the Guinness slogan)just would not work, But "A company called TRW" could be "A company called (anything)."
    So many slogans have absolutely no compettive differentiation, such as "Simply the Best" and its variants. You could add any brand name to the line and it would make sense. And this often is proven by hosw many users of a line there are. Consider the following:
    •Aspen: "Simply the best"
    •Bishop’s Nissan: "Simply the best"
    •HME Firetucks: "Simply...the best"
    •Kuoni: "Simply, the best"
    Slogans that are moderate, reminding of mom and apple-pie clearly suffer a weakness. Examples include "For those ho value excellece" (Henredon Furniture), "We make it better" (Singer), or "We make it happen" (Unisys)
    A good tagline should be strategic: some companies can effectively convey their business strategy in their lines, such as "Innovation" (3M), "Better things for better living, through chemistry" (Dupont), or" Disease has no grater enemy" (Glaxo/Wellcome).
    Catchy taglines also try to be trendy, often without success. There is one popular trend in slogans these days. It is the single-word line, such as Hankook Tires: "Driven," (also being used by Nissan in the US), IBM: "Think," (neatly hijacked by Apple as "Think Different,"), or United Airlines: "Rising" (which is being dropped). It is hard to deliver a complx mesage in a single word.
Some ads fail because of lack of originality, and the ad agencies suffer financial loss from that.
选项 A、Y
B、N
C、NG
答案C
解析
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