It’s interesting to note in these times of increasing consumer resistance to broadcast advertising messages a news snippet (Metro 08-12-08) suggesting that the powers of a good ad slogan can pay dividends.
The slogan in question is the famous and enduring Dogs Trust’s ‘A dog is for life, not just for Christmas’ which is just turning 30.
It claims to have helped reduce the tradition of giving puppies as presents from 1 in 5 present in 1978 to 1 in 50 today (though that’s still a yapping 130,000 puppies facing this fate).
The anniversary celebration offers the opportunity to remind people that dogs are not disposable items to be upgraded or discarded after a few months.
What’s strong about this slogan is that it isn’t a bland shout-at type message without depth or credibility. Whilst being hard-hitting there is also a rich tapestry of meaning within this that draws people to conjure up their own vivid interpretation – and make some of those people think twice.
Or course for every great slogan, there are 1000’s that, ahem, fall well below the gold standard. Such as a certain automotive manufacturer…
The slogan in question is the famous and enduring Dogs Trust’s ‘A dog is for life, not just for Christmas’ which is just turning 30.
It claims to have helped reduce the tradition of giving puppies as presents from 1 in 5 present in 1978 to 1 in 50 today (though that’s still a yapping 130,000 puppies facing this fate).
The anniversary celebration offers the opportunity to remind people that dogs are not disposable items to be upgraded or discarded after a few months.
What’s strong about this slogan is that it isn’t a bland shout-at type message without depth or credibility. Whilst being hard-hitting there is also a rich tapestry of meaning within this that draws people to conjure up their own vivid interpretation – and make some of those people think twice.
Or course for every great slogan, there are 1000’s that, ahem, fall well below the gold standard. Such as a certain automotive manufacturer…
