How we change what others think, feel, believe and do

Slogan

Techniques > General persuasion > Using repetition > Slogan

Description | Example | Discussion | See also

Description

A slogan is a short phrase that encapsulates an idea and which is associated with a product, company, organization or person.

An advertising slogan may describe features or benefits of a product, service or company. When the consumer hears the slogan, they should think of the product, feel good and (ideally) want buy it.

A political slogan contains a key message, including what the party stands for, what the party will do if elected.  They may also contain some form of warning or attack regarding the competition.

Example

'Things go better with Coke'

'Exceedingly good cakes' (Mr. Kipling)

'All the way with LBJ' (used in 1964 by presidential candidate Lyndon Baines Johnson)

'Labour isn't working'  (UK Conservative slogan in 1979 that helped win the election for them)

Discussion

Slogans work because they are short and memorable. They may be witty or challenging in some way to make them stand out more.

Slogans may be used in a particular context, such as an advertisement or political rally. They may also be used more broadly and found on stickers and car bumpers.

See also

Repetition principle, Brand Management, Slogans (in Propaganda), The Slogan Trap