June 25, 2014
Capitalism: Selling stuff to you since the 1300s.
That’s not a particularly memorable slogan – but a recent study tried to quantify what makes an advertising slogan good.
As researchers led by Mayukh Dass of Texas Tech University explained in “A study of the antecedents of slogan liking” in the Journal of Business Research:
Firms often spend millions of dollars in slogan development and promotion … Yet, while some, such as DeBeers’ 1938 slogan, “A Diamond is Forever,” or Allstate Insurance Company’s 1956 slogan, “You’re in Good Hands with Allstate,” endure the test of time, others, such as Dodge’s 1954 slogan, “Elegance in Action,” or Pepsi’s, “Any Weather is Pepsi Weather,” do not. Such wide variation in their effectiveness or longevity raises questions about what makes customers like some slogans and not others.