Creating slogans

The language of advertising

The language of advertising

Main features:
Brief (usually very short texts).
Surprise effect and suspense strategies (to attract the
readers attention).
Slogans:
Abundance of expressions with nouns.
Use of rhymes (to facilitate memorization).
Frequent use of the imperative and infinitive.
Use of exclamations.
Use of exaggeration (superlatives, comparatives),
metaphors, hyperboles.
2

The language of advertising

Type of vocabulary used:
Words related to solidarity, freedom, nonconformity and
ease usually directed to a young audience.
Words which express exclusivity directed to an adult
audience with more purchasing power.
Scientific and technical words, many times in other
languages (sophistication).
Words related to seduction.

The language of advertising

Can you identify these strategies in the following
slogans?
I love what you do for me. Toyota
Dont be vague. Ask for Haig. Haig Scotch
Grace, space, pace. Jaguar
We live to deliver. Fed ex
Just do it. Nike
Have you driven a Ford lately? Ford
Dont leave home without it. Express card
I think, therefore IBM IBM
Alarmed? You should be. Moss security
Get Rich quick. Kenco Really Rich Coffee
4

Creating slogans
Strange and funny products:

Underpants
for the hands

Creating slogans
Strange and funny products:

Handset for
cell phone

Creating slogans
Strange and funny products:

White Pepsi

Creating slogans
Strange and funny products:

E.T. finger
light

Creating slogans
Strange and funny products:

Gold food
spray

Creating slogans
Strange and funny products:

Coffee
inhaler

10

Creating slogans
Strange and funny products:

Daniel Craig
lollipop

11

Creating slogans
Strange and funny products:

Chocolate
pills

12

Creating slogans
Strange and funny products:

Shoe
umbrellas

13

Creating slogans
Strange and funny products:

Butter
stick

14

Creating slogans
Strange and funny products:

Automatic toilet
flusher for cats

15

Creating slogans
Strange and funny products:

Beauty smile
trainer

16

Creating slogans
Strange and funny products:

Scented bus
stop

17

Creating slogans
Strange and funny products:

Dog cage for

car door

18

Creating slogans
Strange and funny products:

Lip balm
container

19

Creating slogans
Imagine you work as a copywriter for an advertising agency and create an
original slogan for one of these products. Use your imagination!

20

Creating slogans
Share your slogans with the class!
group

product

slogan

21