[Ads-l] Re. 21st-Century Advertising Slogans

GEOFFREY NUNBERG nunbergg at GMAIL.COM
Tue Aug 7 00:34:56 EDT 2018


It seems to me that however famous a slogan may be in connection with a particular source, it can’t really be said to have “entered the language” until it has been imported into everyday speech in non-advertising contexts, or at least outlives the campaign that introduced it. (Cf. classic slogans like  “Does she or doesn’t she?,”  “Where’s the beef?” and “We try harder.”)* That is, the slogan's continuing life-force ought to come from popular usage rather than simply energetic promotion.  By that criterion, slogans like “There’s an app for that,” “Can you hear me now?” and “What happens here stays here” might qualify, but not, say, “More saving, more doing,” “Eat Fresh” or “That was easy.”

Geoff

*Even then, most of these have a short half-life, like the catchphrases from TV sitcoms. I was asked to a short piece last spring on political slogans for UC's California Magazine and by way of comparison, wrote "When advertisers hear people ringing changes on slogans like 'Just do it' or 'We try harder,' they know they’ve got a hit.” The editor wrote back that he was okay with “just do it,” but that none of the staff was famililar with “We try harder.” Just as well I didn’t offer “When better cars are built…."


> On Sun, Aug 5, 2018 at 6:54 PM, Shapiro, Fred <fred.shapiro at yale.edu> wrote:
> In the Yale Book of Quotations, I listed 140 advertising slogans that have "entered the language" or been particularly famous or memorable.  For the second edition of the YBQ, I am trying to add more such slogans, from 21st century advertising and marketing.  Examples of the kinds of slogans I am seeking are (some of these may be from the 20th century):
> 
> 
> I'm lovin' it.
> 
> McDonald's
> 
> 
> So easy a caveman could do it.
> 
> GEICO
> 
> 
> There's an app for that.
> 
> Apple
> 
> 
> The most interesting man in the world.
> 
> Dos Equis
> 
> 
> What happens here, stays here.
> 
> Las Vegas Convention and Visitors Authority
> 
> 
> If you see something, say something.
> 
> New York MTA
> 
> 
> Rethink possible.
> 
> AT&T
> 
> 
> What's in your wallet?
> 
> Capital One
> 
> 
> More saving. More doing.
> 
> Home Depot
> 
> 
> Can you hear me now?
> 
> Verizon
> 
> 
> All suggestions are welcome.  I would also be grateful for suggestions of authoritative websites listing award-winning or "best of" 21st-century advertising/marketing slogans.
> 
> 
> Fred Shapiro
> 

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