Have you ever heard a slogan that seems to downplay the amazingness of the brand or product? Using a double negative, such as “It’s not the worst thing in the world,” is a tongue-in-cheek way of emphasizing the greatness. Still, take a look at this tagline from Adidas: Again, this one’s not easy to pull off, so it’s one of the lesser used techniques. If done correctly, your slogan will almost seem like poetry. Some wordsmiths will rearrange words so that the order seems unusual, while the message still makes sense. Brands do the same thing-taking parts of speech and mixing them up for something fun with their taglines. ![]() Have you ever heard someone make a verb into a noun or vice versa? Maybe you’ve heard someone say, “I heart you,” which is cringe-inducing for an English teacher, but perfectly acceptable in popular speech. Some very famous slogans and taglines include: It usually involves similar syllables in each phrase so that there’s a hint of repetition. This strange word just means that you use a particular cadence and rhythm to make the phrases memorable. Let’s examine some of your favorite slogans and taglines from the past and see how these literary devices were put to work for those brands. There is an art to it, an art that requires some knowledge of literary devices. ![]() What makes them so special, and how can you do the same for your business?īelieve it or not, crafting a memorable slogan or tagline involves a lot more than simply putting words together. What are some of the most enduring slogans and taglines? Think for a moment about the ones you really love, the ones that captured the essence of the brand while also capturing the attention of consumers.
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