Slogan Patters

Slogan patters

One of the patterns I noticed when looking at spoken slogans was that there was a lot of use of synthetic personalisation. This is when advertisers assume knowledge about the targeted audience. This is a popular technique for advertising slogans as it makes the target audience feel as though the product is being designed specifically for them and if the consumer does not feel this way then the product most likely is not targeted at them. For example, the L’Oréal advert slogan is ‘because you’re worth it’, this makes the consumer of the product feel special and targeted for being ‘worth it’. If someone was to take an oppositional reading from this and say that the company doesn’t know that they are ‘worth it’ the product is not targeted for them.

Another trend I found was that a lot of the spoken slogans were for food products. For example the Burger King slogan is ‘Have it your way’. This is especially effective to the consumer as is makes the customer think that the company is catering especially for them. This is why the use of spoken slogans is used so much for food brands as it makes customers think that they will enjoy the food as they are sort of being recommended by the company who are assuming they will enjoy it (synthetic personalisation).