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How To Use Slogans In Advertises?
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Implying "If Not. . . Then Not" Ads often imply that if you buy and use the product, you will be happier, more likable, and so forth. The converse of this strategy is used in ads designed to make us feel guilty if we don't buy the product. For example, the Hallmark slogan "When you care enough to send the very best" uses when to imply that there are times when you don't care enough. Sometimes you don't. Sometimes you care but not enough, and this is a very personal Cartier Replica indictment when the person you care about is someone you ought to care about a great deal. In case you are having trouble envisioning someone you care enough about, the visual portion of the ad will fill in a son or daughter, mother or father, grandparent, or best friend in an environment or on an occasion (Christmas, birthday, graduation) at which remembering is expected social behavior.
Now that the ad has encouraged you to conclude that this is one of dose times when you do care enough, it needs to legitimize sending a card as the appropriate expression of caring. By contrast, AT&T wants you to believe that phoning is the best expression of caring; the FTD floral delivery company wants you to think that sending flowers is the best expression of caring. So "sending" is slipped into the Hallmark slogan, and the joy the recipient experiences in the ad at "receiving" provides reinforcement for the claim that sending was the correct choice. But in case AT&T and FTD have made equally plausible claims, the ad will probably show the loved person enjoying the card again and again (its unique selling point). Unlike phone calls, which are brief and fleeting, and flowers, which wilt and die a card, if you believe the ad, will be saved and cherished forever. Indeed, one ad shows an older person going through a trunk filled with loving cards.
Now that the slogan has us sending, it must differentiate its card from its competitors. It does this with the claim that you are sending not just the best, but the very best.
Why not send a letter instead? It would be more personal, equally permanent, and more thoughtful. To counter this option, the ads also show people whose exact feelings are better expressed by the card than Cartier Replica Watches by their own words, persons too shy or too inarticulate about their feelings to be willing or able to write a letter. So, the slogan has positioned the product against its competitors, one of which is the personal letter, and has done so memorably.
But the real genius of the slogan is it's implied "if not . . . then not." If you don't send Hallmark, and you accept the assumptions inherent in the slogan, then you don't care enough to send the very best. Within the terms of this slogan, not sending Hallmark cards is a sign of not caring.
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