Slogan is a short catchy advertising phrase that reflects the benefits, features of a product or company. It often contains the name of the brand itself. It is used as a kind of signature at the end of advertising. Creating a corporate advertising motto can be compared to choosing a title for a new book.
Functions of the advertising motto
The main function of the slogans of automobile brands is to summarize all information about the trademark. They connect videos, advertisements in print and billboards into a single whole. The tagline is posted in almost every brand message. This is an important part of any advertising company. Marketers often use psychological techniques to promote a product, causing emotional unconscious reactions. Even a funny advertising phrase can attract potential buyers. A large amount of time and money is spent on preparing advertising. Music, text, video and the slogan of the car must match and be combined with each other. Sometimes a slogan becomes a real work of art. It is no coincidence that famous directors, screenwriters, musicians and actors are attracted to the creation of advertising.
Creation methods
The slogans of automobile companies should be part of the brand, but at the same time exist as an independent advertising unit. At the same time, it is important that the potential buyer perceives other messages in the advertisement. It is important to give a vivid and memorable slogan artistic value. Indeed, often advertising phrases of competing brands contain similar information. Artistic techniques make it possible to distinguish them from other messages. To do this, you can use the features of the advertising environment. The most famous example of this technique is the confrontation between Mercedes and BMW.
BMW belongs to one of the best slogans of automobile companies of the 21st century: “BMW is the third! World! ” To create a slogan, you need to understand how it affects customers. Sometimes the brand name itself is a slogan. If the company is new to the market, inclusion in the slogan of its name is almost an obligatory move. A successful ad phrase is always associated with a particular brand. Often companies give out for competitive advantage common factors that are common to all market participants. This technique works only on condition that the buyer does not know the features of the production. Indication of a specific market segment, target audience, country of origin (German quality) in the slogan is also an effective solution. When creating a slogan, you need to consider its sound. You can use rhyme, interjection, words that are consonant with the brand name.
Features of car advertising
With the help of slogans, automobile companies broadcast the main idea of their brand, its value, differences from competitors. The motto of the companies helps the buyer to feel part of the club, to understand the nature of the future car. Automakers are compared by many criteria. Sales volumes, reliability, design, speed, cost of cars - all these factors are taken into account when buying. The Digital Slogan methodology is another way of evaluating manufacturers. Determining the strengths of car companies' slogans allows you to understand how well they convey to customers the benefits of their models. The slogan should motivate the buyer to buy a particular car. At the same time, advertising slogans of automobile companies inform the consumer about the opportunity to satisfy additional needs by purchasing brand products. The basis of any slogan is a powerful idea that generates energy. The most powerful slogan is considered the motto of Subaru - Think. Feel. Drive Under equal conditions, it creates a priority for the models of this brand in the minds of potential buyers. This gives the company a major advantage. Slogans of automobile brands are the best way to convey the necessary information to the consumer in the shortest possible time. The buyer makes a preliminary decision in about 20 seconds.
Receptions
To create a slogan using several tricks. Verbs are often used in advertising phrases in English, nouns are more important in Russian. Therefore, the direct translation of foreign slogans rarely works. It is better to adapt the phrase, retaining its original meaning. Unfortunately, when translating the names of foreign films and their slogans, this factor is rarely taken into account. Playing with Russian letters is also not a good idea. It is much better with the English: Opel Corsa - Yes, of corsa.
No modern advertising campaign is complete without an advertising slogan. Writing a slogan with a grammatical error is a risky, but very effective move. This makes the potential buyer re-read the advertising message, constantly returning to the desired phrase.
Volkswagen has been trying for a long time to promote its bug on the American automobile market. But US residents preferred larger cars. The slogan “bug” - “the best second car for the American family” is one of the best advertising companies of this brand. Positioning the car as a convenient vehicle for housewives with children has significantly increased sales. According to some studies, only 20 percent of modern slogans are considered by buyers as successful. To create a good advertising motto, it is better to use proven methods. Below are a few tricks with examples of slogans of automobile companies in Russian.
Motivation for action
In the construction of words there must be a verb in the imperative mood. The sentence ends with an exclamation mark. Example: "Ford Focus. Do not look for reasons, seize the opportunity!".
Provocation
Usually used interrogative sentence, causing emotions. Example: “The new BMW 5 Series. Is it worth paying the driver for driving pleasure?”
Listing the Key Benefits of a Model
Short phrases of 1-2 words are separated by dots. Maximum - model name and 4 words. Example: "The new Audi A 3 Sedan. The evolution of form. The climax of style."
Emphasizing car owner status
Example: "Subaru Forester. For the best places in the world." A compliment to the future buyer and at the same time a challenge. Emphasizing high cross-country ability. The picture perfectly complements the slogan. Very original and interesting solution.
Comfort and Reliability
Such slogans are designed for practical and conservative customers. No emotions, briefly and to the point. Example: "Renault Fluence. One-touch comfort."
Driving pleasure
The participles and participles that evoke emotions are used. But you need to do this carefully. Often without nouns and verbs they do not work. Example: "Haima 7. Exceeding expectations!".
Benefit
Listing the main advantages of a car. "Volkswagen Touareg. Powerful package of options."
Using an upcoming event
Example: "Volkswagen Amarok Sochi Edition. Together with you." The company released this model before the Olympic Games.
The illusion of purchase
Several personal pronouns are used. Message about the purchase as a fait accompli. Example: "My way. My Corolla."
Pun
Beating stable expressions, homonyms. If the model is designed for a young audience, you can use slang. Examples: "Audi Q 3. Sports at a glance." "Chevrolet Blazer": "All in one key!". Two meanings of the word are used here.
"Volvo. Safe Content."
This is only a small part of the tricks that marketers came up with. High competition in the automotive market gives rise to a huge number of interesting slogans. The most advantageous of them are those that use emotional coloring, the optimal combination of phrases and images. Sign of a bad slogan: suitable for competitors and other products.