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| Reference: Posibile distincţii Reference information: Some definitions, models and endline roles Many terms get bandied about within the industry, and also amongst consumers themselves. The main ones are listed below: Endline Tagline Catchline Strapline Sign-off Brand line Corporate line Slogan We need to ask if these have the same meaning, or whether they are different beasts. Given that there seems to be some uncertainty within the industry as to wherein differences lie, we would not presume to answer this question, although we believe it important to interrogate the terminology. In our view there are, broadly speaking, two types of line: the advertising line and the slogan. Within the former category we would place terms such as endlines, straplines and sign-offs; within the latter we would include brand lines and corporate lines. The two categories, however, are not necessarily mutually exclusive. Essentially, we are drawing a distinction between lines which seem, by definition, to be part of an execution or campaign, and lines which are more part of (or become part of) the brand. Of the two, a slogan style of line is obviously the more potent, in relation to forming brand perceptions. This type of line has the power to live and communicate outside of the context of an advertising execution or campaign. It can be brand based, a brand line, or corporate based, though in the latter context it would be called a corporate line, eg. BT’s ‘It’s good to talk’ or Ford’s ‘Everything we do is driven by you’. Moreover, we would suggest that, with slogans some form of action on the part of the brand or consumer seems to be implied or, looking at it another way, a brand belief system, philosophy or attitude is overtly or covertly suggested. Examples here include the aforementioned ‘It’s good to talk’, Philips’ ‘Let’s make things better’, Nike’s ‘Just do it’, ‘You’ve been Tango’ed’ and even ‘Heineken refreshes the parts other beers cannot reach’. Advertising lines, especially executional endlines or sign-offs, tend to relate to a specific execution or campaign, frequently forming part of the structure of the execution and helping to resolve or stamp home the executional or creative idea. These operate as a summation of the execution or campaign, and relate to a product benefit and/or the creative idea itself. But maybe we are forcing the issue, as good straplines or endlines do, after time, seem to take on ‘slogan like’ qualities. Moreover, even if these can be seen as two approaches it would be hard to argue that one approach is better than the other. This is dependent on what is expected of the endline, the role of the advertising, how transferable to other mediums the endline needs to be, or should be, and so on. From a consumer perspective they are in effect, one and the same, and for the purposes of this paper we will use the term ‘endline’ throughout as a catch-all. http://www.trbi.com/papers/endlines.htm Cred că un context mai larg ar fi extrem de util. |
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