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The Art and Science behind Catchy Slogans
Around the world, whenever people hear one of the most famous catchy slogans of all time—“Just Do It”—they are instantly reminded of the company that made those words famous: Nike. What Nike accomplished in just three simple words is quite amazing if you think about it. These words remind athletes everywhere that nothing is impossible if you just believe, and to Nike’s benefit, people are also reminded of the line of footwear and sportswears that can make these dreams come true. Yes, with just three simple words Nike, and the products they sell, will now forever be associated with performance, perseverance and winning—an idea that has transformed a virtually unknown footwear company in the beginning, into what is now a multibillion-dollar global corporation.
The Purpose of Catchy Slogans
The purpose behind catchy slogans is actually twofold. First, a catchy slogan is designed to catch the public’s attention, and the second goal is to create something that will be remembered. This is why many major companies, such as the example we used above, Nike, develop and utilize the catchy slogan as a way to advertise their products and services. Their hope is that through these slogans, people will begin to associate their company or organization with a specific line of products or services, and remember that slogan when it comes time to make some type of a purchase.
Who Uses Catchy Slogans?
While it’s true that the majority of catchy slogans are developed and used by advertisers as a way to market and sell specific products and services, there are other sectors of the population that also make use of these short and memorable phrases. Some of these include:
Sports Teams. Around the world, many sports teams at the professional, college, high school and even pee-wee level have some type of catchy slogan. These slogans usually contain a short message of pride with regard to a team’s philosophy and are great way to attract new fans.
Campaign Slogans. Although not used much in the present day, at least not in professional politics, campaign slogans were once very popular and widespread during election years. One example is a slogan from the 1940 American presidential election—a fairly tight race between Franklin Roosevelt and Herbert Hoover. As a way to attract voters to the Roosevelt “camp,” his campaign staff took advantage of the stock market crash and the depression that occurred during Hoover’s first term, and came up with the campaign slogan “In Hoover we trusted, Now we are busted.” And, oh by the way, Roosevelt won.
Schools and Civic Organizations. Schools and civic organizations also take advantage of slogans to send a message to the general population. The collective American police force, for example, uses the slogan, “to protect and serve,” a phrase everyone in American associates with police. Schools are not immune to the slogan either, as it is not uncommon to see pride-building slogans such as “Home of the Aggies” plastered on school walls and gymnasiums across the country.
These are just a few of the many different types of businesses, clubs and organizations that utilize catchy slogans to either advertise or send some type of a message, and research has shown that organizations that do take advantage of this popular method of advertising are much more well known and more successful than those that don’t.