Consumer society
Nowadays, with the consumer society, advertising is more and more important. According to Encyclopaedia Britannica online, advertising is: “the techniques and practices used to bring products, services, opinions or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised.” But what is a good advertisement? On the one hand we will see what a good advertisement is and on the other hand we will see what advertising agency should not do.
Firstly, the success of an advertising campaign depends on the slogan. We must keep in mind that the main aim of a slogan is to catch the attention of the target. So the slogan must focus on the essential and must sum up the universe of the brand. In addition, the slogan must be catchy and short: the target must keep in mind the key brand message. Likewise, the purpose of a strapline is to stick: “If you get nothing else from this ad, get this ... !”.
Not to mention that the purpose of an advertisement is to sell a product, a service or something else so it must play on differentiations from its competitors: “Our product is better than theirs”. Furthermore, the slogan must find an original way to make the brand attractive. In other words the slogan and the advertising campaign must show that the product which is advertised is better than another one.
Secondly, let’s turn to what it is extremely inadvisable. As it was said, the purpose of a slogan is to stick, so a boring or a too long slogan is a really bad point for an advertisement. This amounts to saying that instead of watching the advertisement, the target will watch another one more attractive. Moreover, a boring slogan is not catchy and the consumer will not remember what was advertised. Need we also point out that sentences such as: “Seth at Sainsbury's sells thick socks. » are inadvisable.
Considering that the advertisement represents a brand and its universe, the advertiser must