Slogan - a short catchy advertising phrase that reflects the benefits, features of a product or company. It often contains the name of the brand itself. It is used as a kind of signature at the end of the advertisement. Creating a corporate advertising slogan can be compared to choosing a title for a new book.
Functions of the advertising slogan
The main function of car brand slogans is to summarize all brand information. They link videos, advertisements in print media and on billboards into a single whole. The slogan is placed in almost every message about the brand. This is an important part of any advertising company. To promote a product, marketers often use psychological techniques, causing emotional unconscious reactions. Even a funny advertising phrase can attract potential buyers. Advertising takes a lot of time and money. Music, text, video sequence and car slogan must match and be combined with each other. Sometimes the slogan becomesreal work of art. It is no coincidence that famous directors, screenwriters, musicians and actors are involved in the creation of advertising.
Creation Methods
The slogans of car companies should be part of the brand, but at the same time exist as an independent advertising unit. At the same time, it is important that the potential buyer perceives other messages in advertising. It is important to give a bright and memorable slogan artistic value. After all, advertising phrases of competing brands often contain similar information. Artistic techniques allow you to distinguish them from other messages. To do this, you can use the features of the advertising environment. The most famous example of this technique is the confrontation between Mercedes and BMW.
"BMW" owns one of the best slogans of the automobile companies of the 21st century: "BMW is the third! World! To create a slogan, you need to understand how it affects buyers. Sometimes the brand name itself is a slogan. If a company is new to the market, including its name in the slogan is almost a must. A successful advertising phrase is always associated with a certain brand. Companies often pass off common factors that are common to all market participants as competitive advantages. This technique works only on the condition that the buyer does not know the features of the production of products. Indication in the slogan of a certain market segment, target audience, country of origin (German quality) is also an effective solution. When creating a slogan, you need to consider itsound. You can use rhymes, interjections, words that are consonant with the brand name.
Features of car advertising
With the help of slogans, car companies broadcast the main idea of their brand, its value, differences from competitors. The motto of the companies helps the buyer to feel like a part of the club, to understand the nature of the future car. Automakers are compared on many criteria. Sales volumes, reliability, design, speed, cost of cars - all these factors are taken into account when buying. The "Digital Slogan" technique is another way to evaluate manufacturers. Determining the power of car company slogans allows you to understand how well they communicate the benefits of their models to customers. The slogan should motivate the buyer to buy a particular car. At the same time, the advertising slogans of automobile companies inform the consumer about the possibility of satisfying additional needs by purchasing the brand's products. The basis of any slogan is a powerful idea that generates energy. The strongest slogan is Subaru's motto - Think. feel. drive. Under equal conditions, it creates a priority for the models of this brand in the minds of potential buyers. This gives the company a significant advantage. Automotive brand slogans are the best way to convey the necessary information to the consumer in the shortest possible time. The buyer makes a preliminary decision in about 20 seconds.
Tricks
Several tricks are used to create a slogan. In advertising phrases in English, verbs are more often used, in Russian they are more importantnouns. Therefore, a direct translation of foreign slogans rarely works. It is better to adapt the phrase, retaining its original meaning. Unfortunately, when translating foreign film titles and their slogans, this factor is rarely taken into account. Playing with Russian letters is also not a good idea. English is much better: Opel Corsa - Yes, of corsa.
No modern advertising campaign is complete without an advertising slogan. Writing a slogan with a grammatical error is a risky but very effective move. This forces the potential buyer to re-read the advertising message, constantly returning to the desired phrase.
Volkswagen has long been trying to promote its "beetle" in the American car market. But US residents preferred larger cars. The "beetle" slogan - "the best second car for an American family" - is one of the best advertising campaigns for this brand. Positioning the car as a convenient vehicle for housewives with children has significantly increased sales. According to some studies, only 20 percent of modern slogans are considered successful by buyers. To create a good advertising slogan, it is better to use proven methods. Below are some tricks with examples of car company slogans in Russian.
Instigation to action
In the construction of words, there must be a verb in the imperative mood. The sentence ends with an exclamation mark. Example: "Ford Focus. Don't look for reasons, useopportunity!".
Provocation
Usually used as an interrogative sentence that evokes emotions. Example: "The new BMW 5 Series. Is it worth paying the driver for driving pleasure?".
Listing the main advantages of the model
Short phrases of 1-2 words separated by dots. Maximum - model name and 4 words. Example: "The new Audi A 3 Sedan. Form evolution. Style culmination".
Emphasize the status of the owner of the car
Example: "Subaru Forester. For the best seats in the world." A compliment to a future buyer and a challenge at the same time. Emphasizing the high cross-country ability of the car. The picture perfectly complements the slogan. Very original and interesting solution.
Comfort and reliability
Such slogans are designed for practical and conservative buyers. No emotion, short and to the point. Example: "Renault Fluence. One touch comfort".
Driving pleasure
Using gerunds and participles that evoke emotions. But this must be done carefully. Often without nouns and verbs, they do not work. Example: "Haima 7. Exceeding expectations!".
Benefit
List the main advantages of the car. "Volkswagen Touareg. A weighty package of options".
Using an upcoming event
Example: "Volkswagen Amarok Sochi Edition. With you on the same team." Companyreleased this model before the Olympic Games.
Purchase Illusion
Several personal pronouns are used. A message about the purchase as a fait accompli. Example: "My way. My Corolla".
Play on words
Playing with stable expressions, homonyms. If the model is designed for a young audience, you can use slang. Examples: "Audi Q 3. Sport at a glance". "Chevrolet Blazer": "All in one key!". Two meanings of the word are used here.
"Volvo. Safe pleasure."
This is just a small part of the techniques that marketers have come up with. High competition in the automotive market gives rise to a huge number of interesting slogans. The most advantageous of them are those that use emotional coloring, the optimal combination of phrase and image. Sign of a bad slogan: Suitable for competitors and other products.
