How to Create a Good Advertising Slogan in Ten Steps

29 / 12 / 2013 | S.A. Degueurce


You should not :

  • Use the same advertising slogan in every country :
    • Because it may be ill-translated. For example, "My chocolate, a vital need" may come out as "My chocolate or your death" in another country.
    • Because it may be broadcast in rival countries. Therefore, it may be counterproductive. For example,"Drink Japanese, think Japanese" might offend people in South Korea.
  • Joke about the plight of a country or its problems :
    • Because it may hurt people’s feelings, offend them and make them upset. For example : "I could kill for chocolate, as a nazi would kill a Jew".
  • Give orders :
    • Because it may be considered as impolite. For example : "Don’t speak, just buy it". Therefore, it may become counterproductive if the slogan only attracts angry criticism.
  • Use inappropriate language or insults :
    • Because it may shock people and give a negative image of the company. For example : "Drive MR2, be MR2", where MR2 sounds really bad in French.
  • Use the same slogan as your competitors :
    • It must be different, otherwise you run the risk of being sued if it really sounds like another slogan. For example : "Because you want it", which almost sounds like "Because you’re worth it" by L’Oréal Paris.


You should :

  • Hook people’s attention : using coined words, humour and jokes, the slogan should be funny. It is a good thing to attract people’s attention and make them remember the product associated with the slogan. For example : "Chocoless is not good for you"
  • Make up a slogan which is easy to remember : it should be short and must stick to your memory like a jingle. It must go straight to be point. For example : "It is made for you". Therefore, the slogan must remind people of the product and the ideas associated with it.
  • Play on people’s emotions to elicit their reaction : the slogan ought to make them smile. You can use puns, onomatopoeias, alliterations or rhymes so that the slogan sounds good. For example : "It is never too late for chocolate"
  • Be clear : the slogan should be easy to understand and easy to pronounce so that it may be repeated everywhere in the media (on the radio, TV, commercials ...). The slogan must have an impact on people and stick to their memory. For example : "Yes, we can !" by President Obama.
  • Create an original slogan : using tongue twisters or plays on words, it should sell values or extol the qualities of the product. It must tempt people to buy the product associated with it. For example : "Chocolate, the chocobest of the chocoworld".