When people mention Nike and McDonald’s, what can you think of from your mind? For me, it is “Just do it!” and “I’m lovin’ it”, we almost make a close combination between the ads itself and it’s slogan.Thus, this is the power of slogan that has played an essential role in successful ads.
In my point of view,a good slogan can not only convey the unique selling point of the products to consumers,but also show the personal charm of the brand which stimulate consumer’s desire to buy.The success slogan can also lead to public sympathy and recognition that becoming a classic slogan with deep social values and norms!
But in my opinion, not all customers will obey to the slogan, sometimes slogan may have the opposite effect on commodity marketing.Such as Olay’s slogan “Because younger-looking eyes never go out of fashion”.I think the exciting promises has created a psychological sense of loss, let people lose the judgment and freedom of choice, losing by advertising slavery and deceit. When people finally find that any expensive cosmetics can not stop the aging.People began to question the real motives which hidden behind beautiful ads.The utilitarian of ads has contaminated people’s spiritual life inevitably.AsTom(2013) said in his book”Don’t write to impress—write to persuade.”