Advertising slogan
The English term claim is in marketing, especially in advertising, often used in the same meaning as slogan. "Claim " is used exclusively in Germany as a designation of an advertising slogan in England one knows this as " endline " or " strapline ". He means a permanently connected to the company or brand name set or subset, which may be part of the company logo or trademark. Sometimes there are specific " campaign claims" that are used only for the duration of an advertising campaign.
A claim can have several functions: it can position a range of services or brand, a central "promise" or a product benefit, a mission, a vision, or the unique selling point of the company or the brand communicate.
The term derives from the name of claim previously used in North America and Australia from a demarcated plot.
Some claims have become familiar quotations.
Sub -Claim
In addition to the (main) claims there are at several companies and subordinate sub- claims that are used event- dependent, for example. For example, added the radio station SWR1 his main claim one part belongs - SWR1 with the sub -Claim The greatest hits of all time, in order to clarify the positioning of its music program over the radio listeners. For the media industry, the importance of such claims due to the fact that they also be queried in the context of media analysis in TV and radio consumers and thus may affect the measurable success.
Success criteria
To be successful, a claim should at least have the following characteristics ( simplified version):
- Differentiation ( conciseness, Memorierbarkeit, message carrier )
- Association and meaning (positive occupancy)
- Memory effect ( significance level, phonetic quality, image intensity )
- Internationalization ( linguistic meaning fuse)
- Unbound temporal awareness (resistance to Zeitgeist and decaying trends )
- Protection capability (availability, protectability )
- Design and sound ( clear visualizability, phonetic uniqueness )
Approaches
Most claims call their audiences a "good reason " ( Reason Why ), why should they choose, when purchased for the company or particular brand in question. In most cases here the following approaches can be chosen:
- Mention of properties of the company or its employees (eg, dedicated, devoted, competent, user-oriented, sympathetic );
- Mention of brand attributes or their products (eg, multifunctional, reliable, trustworthy, top quality, easy to use );
- Mention of a benefit " promise " (eg, joy, serenity, peace of mind, experience, harmony );
- Mention of a "good occasion ";
- Addressing the target group by Mention of the self-understanding of their members (eg, sophisticated, experienced ( " experts " ), ( extreme) price conscious ) or
- A response of emotions of its members (eg, patriotism, enthusiasm ).
Companies that dispense with the (explicit ) reference to a "good cause" choose for their claim, for example, the following approach:
- Designation of the service portfolio;
- Mention of the role that the company towards its customers plays (such as " architect ");
- Share of the company or brand as " first choice ".
Often in a claim several of these approaches are combined.
Rhetorical figures
In the design of Claims often rhetorical figures are used, for example,
- Appeal
- Repetitio
- Asyndeton
- Klimax
- Alliteration
- Endreim
- Homöoprophoron
- Variations
- Metaphor
- Analogy
- Rhetorical question
- Question
- Ambiguity ( ambiguity )
Industry-specific similarities
Claims by companies working in the same industry, often have linguistic similarities. Claims in the media industry, for example, emphasize often that you see with the respective medium more or better recognize, understand, or could know.
Reception
The Naming Agency Endmark led in the years 2003, 2006 and 2009 slogan studies. The intelligibility of English-language advertising among consumers in Germany was investigated. In the current study were ten advertising slogans of different industries, all of which were aimed at end users, investigated. The spectrum ranged from Levi's (Live unbuttoned ) over Brown ( Design Desire ) to Lagnese (World 's Pleasure Authority). As in previous years, the survey that over two-thirds of consumers do not understand the English or false advertising messages either. In some cases, the translation experiments led to bizarre results, such as Make Your bread box itself for Broadcast Yourself (YouTube) and explosions at the city limits for Explore the city limits ( Opel ). Only about 28 percent of the respondents were able to understand the English slogans on behalf of their senders.
Plagiarism
Although claims not claim to be as distinctive as the company or brand for which they stand, claims are sometimes - intentionally or accidentally - plagiarized. For example, chose the (already mentioned above ) German radio station SWR1 the supposedly proposed by the Frankfurt advertising agency Conrad & Burnett Claim One part belongs. SWR1. However, already the author Wolf Haas in 1995 in his capacity as an advertising copywriter Wiener Demner & Merlicek the same, still used in the original claim OE1 heard heard! invented for the first Austrian radio program and talked in the radio spots themselves. After negotiations in 1999 and 2000, the two stations agreed to use the almost identically worded claim in parallel, since there is no content and no spatial overlap between the programs and thus no contention.