has to do with the ability 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? I suggest it is the story
told in the advertisement - the big idea.
The more the line resonates with the big idea, the more
memorable it will be. 'My goodness, my Guinness!', as well
as being a slick line, was made memorable by the illustrations
of the Guinness drinker seeing his pint under some sort
of threat (perched on the nose of a performing seal, for
example). It invoked a wry smile and a tinge of sympathy
on the part of the audience at the potential loss if the
Guinness was dropped.
If it is successful, ideally the line should
pass readily into common parlance as would a catchphrase,
such as 'Beanz meanz Heinz' or 'Where's the beef?'
In addition to a provocative and relevant illustration or
story, alliteration, coined words, puns and rhymes are good
ways of making a line memorable, as is a jingle.
Let's look at some examples of these:
We'll look at rhymes
in the next section.