Advertising slogans

Aim: To identify the key devices used in advertising slogans.

"have a break, have a Kit-Kat"

It's catchy and therefore memorable to the audience. 

Advertising techniques.

Technique, Reason

Brand summary- Makes the brand's benefit's and specialties clear

Brief- clear and to the point

Rhymes- sticks in the mind, easy to remember 

Repetition of the brand name- repeating something three times or more helps it to become memorable 

Alliteration- similar to rhyming, repeating of letters at the beginning

Use of second person- consumer feels spoken to personally, involved in the product or identify on offer

Use of every/always- indicates the unswerving commitment 

Present tense- universality/ timeless

Imperatives- assertive demands designed to sweep the consumer along in agreement.

Use of capitals- for emphasis

Humour- consumers are entertained, so tend to be well disposed towards the brand

Use of puns/ wordplay- gives a 2nd layer of meaning to impress the consumer with its smartness and novelty.

Tesco. (advertising techniques within the photo)

"You shop, we drop."

Use of second person 'you'
Rhyming 'shop' and 'drop' 
Present tense
Use of capital letter 'You'
Brand summary- informs the customers of the service being provided.

Burger King. (advertising techniques being used)

"Have it your way"

Use of the second person 'your' 
Brief
Use of  capital letters 'HAVE'

Gamble aware. (advertising techniques)

"When the fun stops stop"

Use of capital letters to make it bolder and captivating.
Present tense

Print ad

Techniques used in this campaign were:

Humour, shown through the image on the ad in conjunction with the slogan.

Brief, the slogan is short and makes a clear point to customers passing by.

Repetition of the brand name, allows it to stick in the customers head. 

 

Social media ad

Techniques used in this ad:

Future tense, makes readers look into the future and see this product there.

Brief, to the point so it's quick and simple for viewers

Video ad

Repetition, to emphasise the point and allow it to stick in the viewers head.

Rhyming, make it catchy and more memorable for all viewers of the ad

Capital letters, make the words stand out more and reinforce the brands service

Brand summary, reinforces the brands services to viewers to make it more apparent