Your task will be to supply the company for the given slogan. For the last five, you have to switch and do the opposite.

1. “Have it your way.”

a) McDonald’s

b) Burger King

c) Pizza Hut

d) Starbucks

2. “Expanding Possibilities.”

a) Panasonic

b) Braun

c) Hewlett Packard

d) Electrolux

3. “Maybe she’s born with it. Maybe it’s – ….”

a) Max Factor

b) L’Oreal

c) Avon

d) Maybelline

4. “Start the day with great taste.”

a) Dannon Yogurt

b) Maxwell House Coffee

c) Nescafe Instant Coffee

d) Miller Beer

5. “It cleans your breath while it cleans your teeth.”

a) Colgate Toothpaste

b) Stimorol Chewing Gum

c) Pepsodent Toothpaste

d) Dirol Chewing Gum

6. Sprite Soft Drink

a) “The pause that refreshes.”

b) “Obey Your Thirst.”

c) “Come alive!”

d) “It's what your right arm's for.”

7. McDonald’s

a) “We love to see you smile.”

b) “Come to where the flavor is.”

c) “It is Gr-r-reat!”

d) “Celebrate the Moments of Your Life.”

8. Mercedes Benz

a) “Manage your dream.”

b) “The ultimate driving machine.”

c) “Quality is Job 1.”

d) “Everything we know in one car.”

9. American Coach Lines

a) “If man were meant to fly, God would have lowered the fares.”

b) “Fly the friendly skies of United.”

c) “Rest, keep warm and drink liquids.”

d) “You'll love the way we fly.”

10. Orbit

a) “Fresh breath, brilliant teeth.”

b) “Good to the last drop.”

c) “Helps keep teeth white.”

d) “Teeth will thank you!”

 

III. What stylistic devices make the following slogans memorable?

1. Arpege Perfume: “No bottles to break – just hearts.”

2. Alba Dry Milk: “Skim milk does not come from skinny cows.”

3. Almaden: “Grapes, like children, need love and affection.”

4. Continental Insurance Company: “Your client is a poor, rejected stepchild, whose best friends are dwarfs. Can you insure her against poisoned apples?”

5. Einstein-Moomjy Carpets: “Einstein's Theory of Relativity: give strangers the same price you give relatives.”

6. Esso Gasoline: “Put a Tiger in Your Tank.”

7. Florida Citrus Commission: “A day without orange juice is like a day without sunshine.”

8. IBM Tabulating Cards: “IBM cards: working paper... not paper work.”

9. Pan-American Coffee Bureau: “Good coffee is like friendship: rich and warm and strong.”

 

IV. Divide the following taglines into two groups.

a) taglines which impart positive feelings about the brand	b) taglines which impart negative feelings about the brand

 

1. Pretty Feet Deodorant: “What's the ugliest part of your body?”

2. Maxwell House: “Good to the last drop.”

3. Pontiac: “We are driving excitement.”

4. Hungry Joes: “Bad news for baked potatoes”

5. Woodbury Soap: “A skin you love to touch.”

6. Bacardi Spice Rum: “Distilled in hell”

7. Lea & Perrins: “Steak sauce only a cow could hate”

8. Hershey's Chocolate Candybars: “There's a smile in every Hershey Bar.”

9. Federal Express: “When there's no tomorrow.”

10. Kentucky Fried Chicken: “Buy a bucket of chicken and have a barrel of fun.”

 

V. Define which of the following taglines contain benefits and which do not.

1. Holiday Inn: “Pleasing people the world over.”

2. Delta Airlines: “You'll love the way we fly.”

3. Lite Tuff: “That's Lite Tuff!”

4. Polaroid: “The fun develops instantly.”

5. Coca-Cola: “It's the real thing.”

6. Exxon: “We're Exxon.”

7. The Economist: “Free enterprise with every issue.”

8. General Electric: “Progress is our most important product.”

9. Sapolio Soap: “Use Sapolio.”

1. Goodyear Tires: “The best tires in the world have Goodyear written all over them.”
2. Equity & Law: “Need we say more?”
3. Kellogg Company: “The best to you each morning.”
4. Mcdonald's: “One in a billion.”
5. Dr. Pepper Soft Drink: “Be a Pepper!”

 

VI. Try to find the second parts for the taglines on the left among taglines on the right. Remember, these taglines should rhyme.

Define in which taglines the brand name is the rhyme and in which the brand name is not the rhyme.

1. “You'll be lovelier each day, …	a) Italians make it.” (Franco-American Canned Spaghetti)
2. “I'm only here …	b) a cigarette should.” (Winston Cigarettes)
3. “The best part of waking up is …	c) with Ariston” (Ariston)
4. “'Twas the night before Christmas, the children were dreaming …	d) now more than ever it's Sprite!!!” (Sprite Soft Drink)
5. “Winston tastes good like …	e) a man can get.” (Gillette)
6. “Gillette – the best …	f) with fabulous pink Camay.” (Camay Soap)
7. “Here's spaghetti sauce with meat – the way …	g) of a Ford in their future – smart, swanky and gleaming.” (Ford Motor Company)
8. “Twix its all …	h) Folger's in your cup.” (Folger's Coffee)
9. “On and on …	i) in the mix” (Twix)
10. “Talkin' 'bout the one that's right, …	j) for the beer.” (Double Diamond)

 

VII. Give your own examples of.

a) slogans which recall the brand name;

b) slogans which have absolutely no competitive differentiation and can be usable by a competitor;

c) slogans which differentiate the brand.

 

VIII. Define what criteria of a perfectly-formed tagline are meant under the following phrases.

1. Implies a distinction between this product and other firms' products.

2. Makes the consumer feel “good”.

3. Adopts a distinct “personality” of its own.

4. States the main advantages.

5. Is hard to forget.

6. Is written in verse.

IX. Put the items of the plan into the correct order according to the text.

1. Slogans around the world.

2. The perfect tagline.

3. Surrounded by slogans.

4. The purpose of the slogan.

5. The history of advertising.

 

 

CHAPTER VI. CRITISISM OF ADVERTISING

 

A Pre-Reading Discussion

You know that alcohol advertising is restricted in our country. Don’t you think that advertisers use unsanctioned or “hidden” advertising of alcohol beverages, i.e. they advertise a new non-alcohol product under the well-known alcohol brand name? Do you agree that it is the alcohol beverage they want to sell but not the product being advertised under this brand name?

Are you personally for or against alcohol advertising? Give you reasons.

ALCOHOL ADVERTISING

 

Advertising increases alcohol consumption, which increases alcohol abuse...right? WRONG. There is no solid evidence from either scientific research or practical experience that this theory of advertising is correct.

Pic. 6.1. Alcohol consumption chart

A University of Texas study of alcohol advertising over a period of twenty one years found that the amount of money spent on alcohol ads had little relationship with total consumption in the population (pic. 6.1). Studies in both Canada and the United States find no significant link between restrictions on advertising and alcohol consumption.

Advertising does not increase consumption. For example, alcohol brand advertising was first introduced in New Zealand in 1992. While advertising continues to increase, consumption continues to fall.

If advertising doesn't increase consumption, why bother to advertise? The answer is simple: to increase market share. Alcohol is a “mature” product category and consumers are already aware of this product and its basic characteristics. Instead of increasing total consumption, the objective of advertisers is to encourage consumers to switch to their brand and create brand loyalty. Thus, effective advertisers gain market share at the expense of others, who lose market share. A producer has a great incentive to increase market share, but little incentive (or ability) to increase the total market for the product. For this reason, advertisers focus their efforts on established consumers. They want to strengthen the loyalty of their own consumers and assure other consumers to try their brand.

Much has been made of the fact that many young people recognize some alcohol beverage brand labels better than outstanding painters. These reports make great press but what does it all mean? Probably nothing because there is no evidence that such recognition leads to experimentation, consumption, or abuse.

By the way, can you identify well-known painters in the fifth task?

A widely reported “fact” is that by the age of 18, the typical young person will have seen 100,000 beer commercials. However, to see that many such commercials, a person would have to view television for about 161,290 hours or 18.4 years. Thus, a person would have to begin watching TV 24 hours a day, every day, from birth until after age eighteen.

In reality, viewers are much more likely to see alcohol portrayals during TV programs than during commercials. For example, an analysis of prime time TV found that alcohol commercials appeared at the rate of 0.2 per hour while drinking portrayals during programs occurred 25 times more frequently, at five times per hour.

You haven't noticed them?! All those swirls, wavy lines and unusual shapes in ice cubes, on bottles, in liquid being poured, and elsewhere in alcohol beverage ads (pic. 6.2). The Center for Science in the Public Interest insists that “With little imagination, one can see some of these elements as faces, animals, death masks, and other forms...”

Pic. 6.2. Unidentified printed objects

Most people can easily imagine or “see” faces, animals and other objects in clouds and inkblots, but the Center for Science in the Public Interest suggests that the “unidentified printed objects” in alcohol beverage print ads are intentionally placed there by advertisers, apparently to seduce people to drink. The Center for Science in the Public Interest wants to go to the law for an investigation of these sinister objects. Perhaps the Center should call for a Congressional investigation of clouds and inkblots.

One of the main arguments against alcohol beverage ads on television is that they “normalize” drinking in the minds of young viewer s. However, the common nature of alcohol ads on TV serves not to glamorize the products, as some critics suggest, but to show them as consumer products, alongside with aspirin, cookies, and alkaline batteries. That's a constructive way for young people to view them.

On the other hand, if we treat beverage alcohol as a dangerous substance to be avoided and not even advertised, we involuntarily raise it up from the ordinary into the realm of powerful, tantalizing, and desirable things. If alcohol commercials were banned from TV, that would mean alcohol beverages were compared to illegal drugs or some dangerous poisons to be hidden from sight and became a subject of mystery and perhaps fascinating goal. We should help young people regard the substance of alcohol as neutral – neither good nor bad by its nature. What matters is how it is used, and we must convey by word and example that the abuse of alcohol is never acceptable, or excusable.

Do alcohol ads portray the products being enjoyed in the most appealing settings and by the most attractive people? Of course they often do – no less than do ads for cars, instant coffee and anti-fungal sprays.

In spite of all the colorful rhetoric, alcohol commercials do not cause young people to drink. The greatest influence of their beliefs, attitudes and behaviors are from their parents. Parents are much more influential than they are considered to be. For example, among six things that might affect their decisions about drinking, 62% of American youth aged 12 to 17 pointed out their parents as a leading influence:

1. Parents (62 percent).

2. Best friends (28 percent).

3. Teachers (9 percent).

4. What they see on television (7 percent).

5. What they see in ads (4 percent).

It is parents, rather than alcohol ads, with the great influence over young people.

a Post-Reading Tasks