Structural semantic features of advertising slogans

STRUCTURAL SEMANTIC FEATURES OF ADVERTISING SLOGANS

A slogan is a form of verbal logo. A slogan sums up what one stands for, one’s specialty, the benefit, and one’s marketing position, and one’s commitment. It is especially useful to reinforce one’s identity. The stylistic features of these fabulous slogans are:

1. At the graphic level

   1. Consistant use of initial or full use capitalization.

To achieve an emphatic effect, the ad slogan is just like a headline which uses initial capitalization to attract more attention or to stress every word it says to impress the reader. Sometimes for the same reason as above, the ad slogan needs to emphasize every letter it uses or to make the ad slogan look trim and tidy.

Toyota: I love What You Do For Me.

News Week: THE WORLD”S NEWSMAGAZINE

1. At the phonological level

   1. Use of rhymes.

By this kind of rhyming, the brand name is highlighted. It can differentiate a slogan from others by the brand name and the special rhyming which is the identity of the slogan.

Quavers: The flavor of a Quaver is never known to waver.

1. 1. Use of alliteration.

The sentences are more slogan-styled. They can be easily remembered by the audience. Alliteration can also achieve an emphatic effect of the meaning.

Allied Irish Bank: Britain’s best business bank

1. At the lexical level

   1. Common uses of addressee “you”, “we”, “us”. Use of “every”, “always”, etc.

The use of second person addressee “you” tends to shorten the distance between the product or the producer and consumers. The use of first person addresser “we” and “us” is the most direct way to tell the receiver what the sponsor of an ad slogan stands for, his idea, his view. Words “every” “always” are often used in ads to indicate the universal application of the product.

HYUNDAI : Always there for you. Avis Rent A Car: We try harder.

Mitsubishi: Technically, everything is possible.

1. 1. Use of “no”, “none”, etc.

When negatives do occur, they are usually placed in an emphatic position to highlight the special positive side.

M&Ms melt in your mouth, not in your hand.

1. At the syntactic level.

   1. Use of everyday sentences. Use of questions. Creative use of idioms or proverbs.

Everyday sentences travel very fast, because anyone can remember it without any effort. It can just hang upon people’s lips. Questions help to arouse the curiosity of the customers and entice them to read on to find the solution to the problem. The creative use of the idioms and proverbs can give them new meaning while making them memorable and campainable.

Nike: Just do it. Ford: Have yoy driven a Ford lately? IBM: I think, therefore IBM.

1. At the semantic level.

   1. Use of puns.

A really good pun can work miracles. Although they are good, they have no specific identity of their own.

Pioneer: Everything you hear is true

As you can see slogan can prove to be more powerful a logo. The main aim of slogan is to attract attention to product or service. The advertising slogan is always short and epigrammatic in nature. It helps to make the ad more impressive and memorable.

Адрес публикации: https://www.prodlenka.org/metodicheskie-razrabotki/592750-structural-semantic-features-of-advertising-s