The Art and Science of the Advertising Slogan
by Timothy R. V. Foster

Art and Science Menu
Introduction
A Slogan SHOULD:
1. Be memorable
2. Recall the brand name
3. Include a key benefit
4. Differentiate the brand
5. Impart positive feelings for the brand
6. Reflect the brand's personality
7. Be strategic
8. Be campaignable
9. Be competitive
10. Be original
11. Be simple
12. Be neat
13. Be believable
14. Help in ordering the brand
A Slogan Should NOT:
15. Be in current use by others
16. Be bland, generic or hackneyed
17. Prompt a sarcastic or negative response
18. Be pretentious
19. Be negative
20. Be corporate waffle
21. Make you say "So what?" or "Ho-hum"
22. Make you say "Oh yeah??"
23. Be meaningless
24. Be complicated or clumsy
And Finally...
25. You should like it 
26. Trends in slogans
Related Links
Slogan Nomenclature
Sloganalysis®

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5. A slogan should impart positive feelings for the brand

Some lines are more positive than others. 'Once driven, forever smitten', for example, or 'Aah, Bisto!'. Contrast this with Triumph's line for its TR7 sports car in 1976: 'It doesn't look like you can afford it', or America's Newport cigarettes: 'After all, if smoking isn't a pleasure, why bother?' "Because I'm hooked, you bastard!" might well be the answer from those who are addicted to the weed, a sentiment the cigarette company may not appreciate as part of its message.

Publishers will tell you that negative 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 general elections. The voters just want to turn off.

Here is a group of positive lines, to make you feel better:

Capital FM:

Feel 95 point great.

Delta Airlines: You'll love the way we fly.
Egg Marketing Board: Fast food and good for you.
Horlicks: The key to a nice, relaxed evening.
Solpadeine: Makes you feel human again.

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