We did this research a while ago but havent yet posted it so here it is:
HOW TO CREATE A SLOGAN
What Is A Slogan?
A slogan or tagline is a sentence placed after your company name or product name that helps to give it an identity and a positive image. It's really a brief advertising slogan that is consistently displayed with your business name.
Why Have A Slogan?
How many company slogans can you recall? “Got Milk?”, “I’m Lovin’ It!”, “Just Do It”, the list goes on and on. Why? Because these slogans are unique to one brand name, they are catchy, and they are short.
You too can create a memorable slogan that will implant itself in the minds of potential customers for many years to come.
How to create Taglines & Slogans
A slogan should…
1. Be memorable
2. Recall the brand name
3. Include a key benefit
4. Differentiate the brand
5. Impart positive feelings for the brand
6. Reflect the brand's personality
7. Be strategic
8. Be campaign able
9. Be competitive
10. Be original
11. Be simple
12. Be neat
13. Be believable
14. Help in ordering the brand
A slogan should not…
1. Be in current use by others
2. Be bland, generic or hackneyed
3. Prompt a sarcastic or negative response
4. Be pretentious
5. Be negative
6. Be corporate waffle
7. Make you say "So what?" or "Ho-hum"
8. Make you say "Oh yeah??"
9. be meaningless
10. Be complicated or clumsy
From http://www.biztactics.com/blog/2005/09/how-to-create-taglines-slogans.php
The Art and Science of the Advertising Slogan
By Timothy R. V. Foster
Memorability has to do with the ability the line has to be recalled unaided. A lot of this is based on the brand heritage and how much the line has been used over the years. But if it is a new line, what makes it memorable? I suggest it is the story told in the advertisement - the big idea.
The more the line resonates with the big idea, the more memorable it will be. 'My goodness, my Guinness!', as well as being a slick line, was made memorable by the illustrations of the Guinness drinker seeing his pint under some sort of threat (perched on the nose of a performing seal, for example). It invoked a wry smile and a tinge of sympathy on the part of the audience at the potential loss if the Guinness was dropped.
If it is successful, ideally the line should pass readily into common parlance as would a catchphrase, such as 'Beanz meanz Heinz' or 'Where's the beef?'
In addition to a provocative and relevant illustration or story, alliteration, coined words, puns and rhymes are good ways of making a line memorable, as is a jingle.
Shampoo Slogan examples:
* It takes tender loving care to beat wear and tear.
*My health could compare with the condition of my Pantene hair.
*A tropical fragrance so intense, means every night out is heaven scent.
*Disco divas know full well, fruit fusion means you kiss and tell.
* Infused with fruity energy, my hair stays up as late as me!
*It would give me a brilliant head start, and a perfect finish.
*The berry thought of such a grape experience makes me go bananas!
*They transform lifeless weak ends into lively weekends!
How to create a slogan
What Is A Slogan?
A slogan or tagline is a sentence placed after your company name or product name that helps to give it an identity and a positive image. It's really a brief advertising slogan that is consistently displayed with your business name.
Why Have A Slogan?
How many company slogans can you recall? “Got Milk?”, “I’m Lovin’ It!”, “Just Do It”, the list goes on and on. Why? Because these slogans are unique to one brand name, they are catchy, and they are short.
You too can create a memorable slogan that will implant itself in the minds of potential customers for many years to come.
How to create Taglines & Slogans
A slogan should…
1. Be memorable
2. Recall the brand name
3. Include a key benefit
4. Differentiate the brand
5. Impart positive feelings for the brand
6. Reflect the brand's personality
7. Be strategic
8. Be campaign able
9. Be competitive
10. Be original
11. Be simple
12. Be neat
13. Be believable
14. Help in ordering the brand
A slogan should not…
1. Be in current use by others
2. Be bland, generic or hackneyed
3. Prompt a sarcastic or negative response
4. Be pretentious
5. Be negative
6. Be corporate waffle
7. Make you say "So what?" or "Ho-hum"
8. Make you say "Oh yeah??"
9. be meaningless
10. Be complicated or clumsy
From http://www.biztactics.com/blog/2005/09/how-to-create-taglines-slogans.php
The Art and Science of the Advertising Slogan
By Timothy R. V. Foster
Memorability has to do with the ability the line has to be recalled unaided. A lot of this is based on the brand heritage and how much the line has been used over the years. But if it is a new line, what makes it memorable? I suggest it is the story told in the advertisement - the big idea.
The more the line resonates with the big idea, the more memorable it will be. 'My goodness, my Guinness!', as well as being a slick line, was made memorable by the illustrations of the Guinness drinker seeing his pint under some sort of threat (perched on the nose of a performing seal, for example). It invoked a wry smile and a tinge of sympathy on the part of the audience at the potential loss if the Guinness was dropped.
If it is successful, ideally the line should pass readily into common parlance as would a catchphrase, such as 'Beanz meanz Heinz' or 'Where's the beef?'
In addition to a provocative and relevant illustration or story, alliteration, coined words, puns and rhymes are good ways of making a line memorable, as is a jingle.
Shampoo Slogan examples:
* It takes tender loving care to beat wear and tear.
*My health could compare with the condition of my Pantene hair.
*A tropical fragrance so intense, means every night out is heaven scent.
*Disco divas know full well, fruit fusion means you kiss and tell.
* Infused with fruity energy, my hair stays up as late as me!
*It would give me a brilliant head start, and a perfect finish.
*The berry thought of such a grape experience makes me go bananas!
*They transform lifeless weak ends into lively weekends!
My Slogan Ideas for Simple shampoo:
Think Ahead. Stay Ahead simple shampoo
Simply Shampoo:
"Simply what your hair NEEDS!"
Start the day with simply shampoo
Simply shampoo, the real thing
Splash shampoo:
Why just wash, when you can SPLASH?
Splash, rinse, repeat
Splash in the shower for Shine Power!
Krembo Shampoo: First class krembo!
The krembo look
Thursday, 9 October 2008
Shooting Schedule
Monday 6th October 2008
Time: 5.30pm
Location: Amy's House
Ad: Vintage
Wednesday 8th October 2008
Time: 8.30pm
Location: Amy's House
Ad: Vintage
Monday 13th October 2008
Time: 4.30pm
Location: Amy's House
Ad: Pre-historic
Wednesday 15th October 2008
Time: 5.00pm
Location: Amy's House
Ad: Pre-historic
Monday 20th October 2008
Time: 5.00pm
Location: Amy's House
Ad: Futuristic
Wednesday 22nd October 2008
Time: 5.30pm
Location: Amy's House
Ad: Futuristic
EQUIPMENT:
Actress: Hannah Morgan
Camera, tripod, tape, cosmetic products such as shampoo bottles, lotions, creams, hairsprays etc.
For our advert, Amy is going to do the filming as soon as possible and then I am going to do the majority of the animation and teach Amy how to animate as well so we will be animating 2 of our adverts at a time. Whilst Amy is filming, and has been filming, I have been finalizing the storyboards for the other ads and completing the final pieces of research for our ads.
Time: 5.30pm
Location: Amy's House
Ad: Vintage
Wednesday 8th October 2008
Time: 8.30pm
Location: Amy's House
Ad: Vintage
Monday 13th October 2008
Time: 4.30pm
Location: Amy's House
Ad: Pre-historic
Wednesday 15th October 2008
Time: 5.00pm
Location: Amy's House
Ad: Pre-historic
Monday 20th October 2008
Time: 5.00pm
Location: Amy's House
Ad: Futuristic
Wednesday 22nd October 2008
Time: 5.30pm
Location: Amy's House
Ad: Futuristic
EQUIPMENT:
Actress: Hannah Morgan
Camera, tripod, tape, cosmetic products such as shampoo bottles, lotions, creams, hairsprays etc.
For our advert, Amy is going to do the filming as soon as possible and then I am going to do the majority of the animation and teach Amy how to animate as well so we will be animating 2 of our adverts at a time. Whilst Amy is filming, and has been filming, I have been finalizing the storyboards for the other ads and completing the final pieces of research for our ads.
Treatment
Our advertising campaign for our product, “Simply Shampoo” is titled “Simply Shampoo through the Ages” because our campaign is showing three different periods of time in which the shampoo was used. Our overall message is that our shampoo has always been the same, a very simple recipe without hair-damaging chemicals like other shampoo brands on the market which “claim” to have special ingredients to help the hair.
Our target audience is women in the age range of about 15-45 with damaged hair due to dyeing and heat-styling. The part of the narration that says “Then you need to go back to basics” and “Simply what your hair needs” appeals to our target audience because it makes them think that buying our product is going to be the answer to help their hair become healthier.
Our unique selling point is that our product has always been the same which is shown by having each advertisement in a different period of time. In addition, this also reinforces the message that the shampoo has never needed to change with the discovery of new chemicals and ingredients added to shampoo nowadays that claim to be of benefit to the hair. It has always stayed the same and the simple ingredients keeps the hair healthy and does not strip away essential oils, such as modern shampoos do today. Our line of appeal also come into this because we are portraying our product to be completely different to other shampoo brands on the market and making the audience believe that their hair needs our product. This is reinforced by the part of the narration that says “No chemicals, no gimmicks, no fuss.”, and our end text that says “Simply what your hair needs”.
We are planning on creating our advertisement by filming actors doing the actions shown in our storyboards and then rotascoping over that to create a piece of Flash Animation which is very simple to reinforce our message that our shampoo is a very simple product.
We will use the same actress throughout to link the adverts together to form a campaign as well as keeping the narration the same and the sequence of events to reinforce the fact that it is a campaign. The only thing that will change is the time period and this will be shown through the use of mise-en-scene. For example, the hair-washing and drying methods will change and for the caveman adverts, she will wash her hair in a waterfall. Whereas in the modern advert the actress will use a typical hairdryer used today which will create a sense of realism. In the modern advert the actress will have long straight hair whereas in the vintage advert hair will be curled through the use of hair curlers to reflect and establish the period of time. The music in each advert will change to further establish and fit the period of time. The caveman adverts will have a rhythmic drum beat which will be repeated throughout the whole advert. However, it will change at certain key points to emphasize how good our product is; whereas in the vintage advert, the key points will be indicted and emphasized through the use of sound. But the main music running continuously will be that of a classic radio playing classic song from that era.
The adverts will all end the same with the actress looking happy with the perfect hair she desired. This will make our target audience look and think “I want to have hair like her” and will go out and buy the product. The last shot will be a close up pf the product to familiarize the target audience with what it looks like so the know what it is. Finally at the end the line of appeal is expressed again “Simply what your hair needs” so that it is reinforced to the audience and it is the last thing they will remember about the product.
Our target audience is women in the age range of about 15-45 with damaged hair due to dyeing and heat-styling. The part of the narration that says “Then you need to go back to basics” and “Simply what your hair needs” appeals to our target audience because it makes them think that buying our product is going to be the answer to help their hair become healthier.
Our unique selling point is that our product has always been the same which is shown by having each advertisement in a different period of time. In addition, this also reinforces the message that the shampoo has never needed to change with the discovery of new chemicals and ingredients added to shampoo nowadays that claim to be of benefit to the hair. It has always stayed the same and the simple ingredients keeps the hair healthy and does not strip away essential oils, such as modern shampoos do today. Our line of appeal also come into this because we are portraying our product to be completely different to other shampoo brands on the market and making the audience believe that their hair needs our product. This is reinforced by the part of the narration that says “No chemicals, no gimmicks, no fuss.”, and our end text that says “Simply what your hair needs”.
We are planning on creating our advertisement by filming actors doing the actions shown in our storyboards and then rotascoping over that to create a piece of Flash Animation which is very simple to reinforce our message that our shampoo is a very simple product.
We will use the same actress throughout to link the adverts together to form a campaign as well as keeping the narration the same and the sequence of events to reinforce the fact that it is a campaign. The only thing that will change is the time period and this will be shown through the use of mise-en-scene. For example, the hair-washing and drying methods will change and for the caveman adverts, she will wash her hair in a waterfall. Whereas in the modern advert the actress will use a typical hairdryer used today which will create a sense of realism. In the modern advert the actress will have long straight hair whereas in the vintage advert hair will be curled through the use of hair curlers to reflect and establish the period of time. The music in each advert will change to further establish and fit the period of time. The caveman adverts will have a rhythmic drum beat which will be repeated throughout the whole advert. However, it will change at certain key points to emphasize how good our product is; whereas in the vintage advert, the key points will be indicted and emphasized through the use of sound. But the main music running continuously will be that of a classic radio playing classic song from that era.
The adverts will all end the same with the actress looking happy with the perfect hair she desired. This will make our target audience look and think “I want to have hair like her” and will go out and buy the product. The last shot will be a close up pf the product to familiarize the target audience with what it looks like so the know what it is. Finally at the end the line of appeal is expressed again “Simply what your hair needs” so that it is reinforced to the audience and it is the last thing they will remember about the product.
Update!
Recently, we have been working on our storyboards, re-drafting and finalizing our idea. We started off with 3 ads - one set in pre-historic times, one set in 1940s/1950s (vintage) and one set in modern times. However, after going back and looking over these we realized that the time-gap between the 1940s/1950s ad and the modern ad was not big enough in comparison to the time-gap between the pre-historic ad and the vintage ad and our campaign didn't flow that well. So, to overcome this we decided to make a futuristic ad instead of the modern ad. I researched "The Jetsons" and got inspiration from that to come up with another storyboard for the last ad in our campaign. We also brainstormed ideas for the futuristic ad and came up with things like, a "hair-styling pod" which washes, drys and styles all at the same time and we decided to have the products "floating" as if in zero-gravity when the character goes to choose a shampoo. Sound effects we want to use are mechanical sounds for the hair-washing pod and air-lock sounds when she enters and exits the pod.
I'll post the storyboards up once I've got them scanned in and finalized :)
And I'll post the pictures of "The Jetsons" that I got my inspiration from when blogger decides to let me post pictures! (GRR!)
I'll post the storyboards up once I've got them scanned in and finalized :)
And I'll post the pictures of "The Jetsons" that I got my inspiration from when blogger decides to let me post pictures! (GRR!)
Thursday, 11 September 2008
Shampoo, what do you need and what dont you need?
After completing one storyboard, going over it and making various changes, we tried to come up with a narration to go on our advertisement campaign to tie all the adverts together. In doing this, we realised we needed to research what was needed in shampoo and what wasnt in order to come up with a list-of-3 to go at the end of our narration. Here's what we found:
Shampoo additive ingredients to avoid:
- Avocado
- Balm Mint
- Balsam
- Essential Oils
- Eucalyptus
- Grapefruit
- Horseradish
- Lavender Oil
- Lemon
- Lime
- Menthol
- Orange
- Papaya
- Peppermint
- Rose
- Sage
- Thyme
These will not help your hair or hair care problems. Infact, they can be a reason for hair-loss.
Vitamins and provitamins:
Offer no advantage to hair care or hair problems.
Botanical extracts:
Make a product smell good but do not offer any other beneficial qualities to hair care.
UV protectant:
Very minimal results were noted on the tested products.
Fruit acids, a.k.a. alpha-hydroxy acids:
Offers no benefit to hair care.
Antioxidants:
Offers no benefit to hair care.
Designer water:
Benefits derived from including designer water to hair products will be washed away with normal shower water.
Proteins:
Digesting proteins will certainly improve your health but washing your hair with them won't change a thing.
(taken from http://couponing.about.com/cs/beautyproducts/a/shampooingred.htm)
End of our narration could be, "No chemicals, no additives, no perfumes, simply shampoo"
Shampoo additive ingredients to avoid:
- Avocado
- Balm Mint
- Balsam
- Essential Oils
- Eucalyptus
- Grapefruit
- Horseradish
- Lavender Oil
- Lemon
- Lime
- Menthol
- Orange
- Papaya
- Peppermint
- Rose
- Sage
- Thyme
These will not help your hair or hair care problems. Infact, they can be a reason for hair-loss.
Vitamins and provitamins:
Offer no advantage to hair care or hair problems.
Botanical extracts:
Make a product smell good but do not offer any other beneficial qualities to hair care.
UV protectant:
Very minimal results were noted on the tested products.
Fruit acids, a.k.a. alpha-hydroxy acids:
Offers no benefit to hair care.
Antioxidants:
Offers no benefit to hair care.
Designer water:
Benefits derived from including designer water to hair products will be washed away with normal shower water.
Proteins:
Digesting proteins will certainly improve your health but washing your hair with them won't change a thing.
(taken from http://couponing.about.com/cs/beautyproducts/a/shampooingred.htm)
End of our narration could be, "No chemicals, no additives, no perfumes, simply shampoo"
Tuesday, 22 July 2008
Psychographics Appeal
Brainstorming Ideas of Products:
- Hair straighteners
- Exfoliating Scrub
- Hair Dryer
- Washing-up Liquid
- Shower Gel
- Perfume
- Moisturizer
- Hair Conditioner
- Deodorant
- Cat/Dog Food
- Shaving Gel
- Shampoo
- Trainers
- Toothpaste
I narrowed my brainstorm down to 4 products that I researched. These products were hair conditioner, shampoo, toothpaste and moisturizer.
SHAMPOO: Shampoo cleans hair by stripping away sebum which is an oil secreted by hair follicles to protect hair from damage, however it is prone to collecting dirt, scalp flakes and styling products. Shampoo is not needed by the hair to keep it healthy, however it does keep hair temporarily clean and healthy-looking. Amino-acids, pro-vitamins etc have no permanent effect on the health of the hair strand, however, contrary to popular belief, hair cannot absorb them so if they are allowed to absorb into the scalp, they can make the growth of new hair healthier and will have a visible effect if used for long-periods of time.
TOOTHPASTE: Toothpaste, when used in conjunction with a toothbrush is shown to be effective in maintaining healthy teeth and gums and use after meals is encoouraged in most or all developed countries. Striping of toothpaste has no functional benefit to the consumer and is simply used as an alternative appearance to the toothpaste. Fluoride is proven to prevent cavaties in the teeth and is used in most, if not all, toothpastes.
CONDITIONER: Conditioner is not needed by the hair. It is made with ingredients such as light-reflecting chemical, thermal protectors, detanglers, acidifiers and lubricants to make hair more glossy, soft and managable.
MOISTURIZER: Moisturizer is not needed by the skin and beauty experts simply recomment it to improve skin tone, mask imperfections, protect sensitive skin and prevent and treat dry skin. Used solely for cosmetic reasons.
I then made a short narrative for an advert for the product, "Star's Conditioner". It started with a woman with unruly, messy hair, looking grumpy and unattractive. You then see a man with a disgusted expression on his face because of the womans unruly and out-of-control hair. The product, the conditioner, then appears on screen with the sound of a "BING!" and a woman is shown washing her hair in the shower with the conditioner and strategically placed steam!! The top of her head is then shown with the conditioner being poured onto her head and the ingredients such as light-reflecting chemicals and moisturizers are shown. An image of hair without the conditioner vs the hair with conditioner comes up with the hair with the conditioner being shown in much better condition than the hair without. The woman is then shown brushing, drying and styling her hair with ease and a happy expression on her face and once her hair is finished, she is portrayed looking a lot better than she previously did at the beginning of the advert. The end shows the backs of the woman and a man holding hands and the long-luscious hair of the woman is shown cascading down her back. The conditoner bottle is in the bottom right corner of the screen with the slogan, "GET EXACTLY WHAT YOU WANT"
My advert suggests getting exactly what you want with effortless styling and managability of the hair but also getting the man you want also. My target audience for this was single, heterosexual women in their early 20's to early 40's and my line of appeal is the suggestive sexual success of using the conditioner.
- Hair straighteners
- Exfoliating Scrub
- Hair Dryer
- Washing-up Liquid
- Shower Gel
- Perfume
- Moisturizer
- Hair Conditioner
- Deodorant
- Cat/Dog Food
- Shaving Gel
- Shampoo
- Trainers
- Toothpaste
I narrowed my brainstorm down to 4 products that I researched. These products were hair conditioner, shampoo, toothpaste and moisturizer.
SHAMPOO: Shampoo cleans hair by stripping away sebum which is an oil secreted by hair follicles to protect hair from damage, however it is prone to collecting dirt, scalp flakes and styling products. Shampoo is not needed by the hair to keep it healthy, however it does keep hair temporarily clean and healthy-looking. Amino-acids, pro-vitamins etc have no permanent effect on the health of the hair strand, however, contrary to popular belief, hair cannot absorb them so if they are allowed to absorb into the scalp, they can make the growth of new hair healthier and will have a visible effect if used for long-periods of time.
TOOTHPASTE: Toothpaste, when used in conjunction with a toothbrush is shown to be effective in maintaining healthy teeth and gums and use after meals is encoouraged in most or all developed countries. Striping of toothpaste has no functional benefit to the consumer and is simply used as an alternative appearance to the toothpaste. Fluoride is proven to prevent cavaties in the teeth and is used in most, if not all, toothpastes.
CONDITIONER: Conditioner is not needed by the hair. It is made with ingredients such as light-reflecting chemical, thermal protectors, detanglers, acidifiers and lubricants to make hair more glossy, soft and managable.
MOISTURIZER: Moisturizer is not needed by the skin and beauty experts simply recomment it to improve skin tone, mask imperfections, protect sensitive skin and prevent and treat dry skin. Used solely for cosmetic reasons.
I then made a short narrative for an advert for the product, "Star's Conditioner". It started with a woman with unruly, messy hair, looking grumpy and unattractive. You then see a man with a disgusted expression on his face because of the womans unruly and out-of-control hair. The product, the conditioner, then appears on screen with the sound of a "BING!" and a woman is shown washing her hair in the shower with the conditioner and strategically placed steam!! The top of her head is then shown with the conditioner being poured onto her head and the ingredients such as light-reflecting chemicals and moisturizers are shown. An image of hair without the conditioner vs the hair with conditioner comes up with the hair with the conditioner being shown in much better condition than the hair without. The woman is then shown brushing, drying and styling her hair with ease and a happy expression on her face and once her hair is finished, she is portrayed looking a lot better than she previously did at the beginning of the advert. The end shows the backs of the woman and a man holding hands and the long-luscious hair of the woman is shown cascading down her back. The conditoner bottle is in the bottom right corner of the screen with the slogan, "GET EXACTLY WHAT YOU WANT"
My advert suggests getting exactly what you want with effortless styling and managability of the hair but also getting the man you want also. My target audience for this was single, heterosexual women in their early 20's to early 40's and my line of appeal is the suggestive sexual success of using the conditioner.
Wednesday, 16 July 2008
The 4th Wall Of Advertising
I think the "4th Wall Of Advertising" is making the audience feel as if you are letting them in on a secret by telling them the product's disadvatages and then turning that around and telling them their advantages and letting the audience make a decision for themselves. Branbach employs this with the Volkswagen ad by telling the audience what the car doesn't and then telling them what it does have. It lets the audience make a decision for themselves and makes them think about why he is telling them the bad things about the car. It's made more effective by the huge amount of white space around the car.
4th Wall Of Advertising = Not going to treat the consumers as idiots, creating advertising that makes them think and make a decision for themselves rather than telling them what to do. Branbach believed you had to start with the product, investigate the product before anything else. Apple subverted this 4th wall concept by taking the PC's shortcomings and comparing them with that of the Macs.
4th Wall Of Advertising = Not going to treat the consumers as idiots, creating advertising that makes them think and make a decision for themselves rather than telling them what to do. Branbach believed you had to start with the product, investigate the product before anything else. Apple subverted this 4th wall concept by taking the PC's shortcomings and comparing them with that of the Macs.
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