Slogans are memorable mottos or phrases that characterize an idea or product and that are often used in political, religious, and commercial contexts. 1, 2 When used for commercial items such as cigarette packs, slogans reinforce the product’s identity by highlighting qualities such as glamour, quality, tradition, and other themes that are expected to appeal to the target market.
Slogans are typically impacted by typography, colour, finishes, and embossing and debossing, and other visual features. Slogans can interact with other textual elements on the pack, such as the brand family name, brand descriptor and monogram.
Kohli et al. (2007) suggest that “slogans play an important part in brand identity” and help in “relaying what makes the brand special.” 3
|Overarching Theme||Sub-Theme||Connotative Chains|
|Lifestyle||Luxury / Glamour||Examples of slogans that connote luxury quality:
|Lifestyle||Gender||Virginia Slims slogans demonstrate how slogans can serve to align a product with a gendered movement, a set of ideals, and indeed a lifestyle:
The Vogue Superslims slogan demonstrates how gendered connotations of the slogan can overlap with those of the brand (family) name:
A John Player Standard pack slogan (“Quality tobaccos from the House of Player’s”) demonstrates how different words can contribute their own connotative chains:
|Healthfulness||Strength||Slogans can reinforce the notion that some cigarettes are healthier than others. For example:
- Wikipedia. Slogan. Available at: http://en.wikipedia.org/wiki/Slogan. Accessed July 20, 2011. ↩
- The American Heritage Dictionary of the English Language, Fourth Edition. Slogan. Available at: http://dictionary.reference.com/browse/slogan. Accessed August 16, 2011. ↩
- Kohli C, Leuthesser L, Suri R. Got slogan? Guidelines for creating effective slogans. Business Horizons 2007;50(5):415-422. ↩