Your Slogan

A slogan is a memorable phrase used in political or commercial context as a repetitive expression of an idea or purpose.
A political slogan generally expresses a goal or aim ("Workers of the world, unite!"), whereas an advertising slogan is most often intended as a memorable identifier ("The real thing").

Slogans vary from the written and the visual, to the chanted and the vulgar. Often their simple, rhetorical nature leaves little room for detail, and as such serve perhaps more as a social expression of unified purpose, rather than a projection for an intended audience.

Sometimes a slogan is included in the logotype. If the slogan appears always in the logotype, and in the same graphic shape, it can be considered as part of the logotype. Otherwise, it should be seen as a different element, used to reinforce the identity of the owner, together with the logotype.

Advertising slogans are claimed to be, and often prove to be, the most effective means of drawing attention to one or more aspects of a product. Typically they make claims about being the best quality, providing an important benefit or solution, or being most suitable for the potential customer.

Advertising slogans often play a large part in the interplay between rival companies. An effective slogan usually:

states the main benefits of the product or brand for the potential user or buyer
implies a distinction between it and other firms' products - of course, within the usual legal constraints
makes a simple, direct, concise, crisp, and apt statement
is often witty, if it is required as not all advertising slogans are meant to be witty
adopts a distinct "personality" of its own
gives a credible impression of a brand or product
makes the consumer feel "good"
makes the consumer feel a desire or need
is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonic devices, such as jingles, ditties, pictures or film sequences on televised commercials.

Usually, slogans are created as advertising copy by professional writers among whom writers of serious literature, such as novelists may be found at times. On the other hand slogans often originate as tiebreakers created by "compers" or competition entrants as a means of elimination in trade competitions, often combined with a submitted proof of purchase of the company's product.