Sujay Pais
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It’s the Real Thing (1969)
This is another hot slogan but, surprisingly, and not just in
advertising circles. Human rightists were using the exact
words when campaigning against the supposed brutality of
Coca Cola against union workers since the late 1980s. Since
Coca Cola’s inception in 1886, it has launched no less than 45
memorable advertising slogans. Still, “It’s the Real Thing”
remains the hot favorite, and deservingly so. Not only does it
fulfill the criteria listed above, the slogan insinuates that the
other colas are mere “wannabes”, copycats at best. Don’t you
prefer to be seen with the genuine one, rather than be seen
with others?
A Diamond is Forever (1948)
Advertising Age lauded this slogan the Top 10 Slogans of
the 20th Century. It is indeed one of the world’s most
recognizable slogans. Written by Frances Gerety of N W
Ayer in 1948 for De Beers Consolidated, he successfully
conveyed the message that the diamond is synonymous
with eternity and therefore, the definitive and ideal jewel
to use to seal our endless love. Nowadays, people use the
line everyday, quite oblivious that it originated from an
advertising campaign.
"Just Do It"
“Just Do It” is the tag-line associated with the Nike logo. This
tag-line is habitually positioned alongside Nike’s logo,
whether it is in a print or television advertisement. Together,
the logo and tag-line feature the significance of Nike’s brand
goals and ideals-athleticism and victory. The logo design
symbol, along with the tag line, has evolved into a motto and
the way of life for a whole generation. According to John
Heskett, “Objects and environments can be used by people to
construct a sense of who they are, to express their sense of
identity". The Nike logo and tag-line serve to identify ordinary
human beings as icons for action and excellence.
I’m lovin’ it
The campaign with the slogan "I'm loving 'it" was launched in 2003
in Munich, Germany. “Love” is a stative verb which cannot be
expressed in the present continuous tense. Just as we do not say
“He’s believing what you’ve just told him,” it’s also wrong to say “I’m
loving you” or “I’m loving it”.
If you want to express your love, you should instead say “I love you,
darling” from the depths of your heart. And your beloved should be
left in no doubt that you mean what you say. Now, try saying “I’m
lovin’ you, darling.” Does it sound the same? I doubt it. I think it
lacks the simple directness of the declarative expression “I love you.”
But then McDonald’s “I’m lovin’ it” tagline is different. It may be
wrong in grammar, but it’s deliberate. Now, let’s change McDonald’s
tagline to the grammatically correct stative verb form: “I love it.”
The world’s local bank
Think globally, act locally. This is known as
“Glocalization” and HSBC had capitalized on this aspect
to market themselves as the World’s local bank.
Understanding one’s culture is important to maintain a
good relationship with people in this globalised world.
Sometimes, it may also create a little embarassment but I
believe no one will blame you for being polite. As we saw
from Advertisement, the Japanese representative tried to
shake hand with the British while the latter chose to bow
with respect to each other’s culture.