History and Applications of the Slogan

According to experts, advertising is ‘the process of bringing products, services, opinions, or causes to public notice in order to persuade viewers to respond in a certain manner toward what is advertised.’

During the ancient and medieval world, advertising as it existed was only performed by word of mouth. The initial steps toward modern advertising campaigns came with the emergence of printing in the 15th and 16th centuries. Enter the 17th century, weekly newspapers in London started to bear advertisements, and by the 18th century, such advertising succeeded.

The development of businesses in the 19th century was accompanied by the rise of and advertising industry. It was that century, mainly in the United States, which experienced the erection of advertising agencies. In essence, the pioneer agencies acted as brokers for space in the newspapers. However, by the early 20th century, agencies became involved during the process of creating the advertising message itself, including artworks and copy, and by the 1920s agencies had established themselves as entities that could plan and execute complete advertising campaigns from the ground up.

Ultimately, the purpose of straplines or slogans in an advertisement is to leave the defining message in the mind of the target audience. For example, industries like the iGaming sector make use of slogans to further extend the coverage of their latest no deposit bonus for Winner Casino players.

Slogans are the sign-off that works alongside the logo. Its mission is to stick a particular message. On the other hand, ad slogans aren’t always effective, usually because some are too generic or possess elements that have been used before. This usually happens when the creative juices stop flowing. Loads of advertisers use the same material over and over again, and this should serve as a caution to those who want to venture into the world of advertising or those who want to establish their own brand through such campaigns.

Slogan classifications vary from one particular location to another. In many parts of the world, and generically, they’re known as slogans. Meanwhile, others recognize them as tags or taglines. In the UK, they are known as lines, end lines, or straplines, while some prefer to call them signatures and pay-offs.

More often than not, slogans are often seen as trademarks, which is a mere assertion by the advertiser that they are treating the line as a trademark. While it does not assure any legal right for the user, legal protection states that the line must be registered with the appropriate government office. This will then confer the right to have the full protection of the law against poaching or plagiarism.