Catch the Fire, Catch the Name

Catch the Essence…Catch the Name…

Introduction

In the modern world of advertising, many have endeavored to get the ultimate recall. This is very important for products in order to sell. Most of them have competed head-on to the consternation of the consumers, which have been inundated with a barrage of commercialism in their midst. But is it unethical?

I would not like to dwell more on the ethics of brand slogans. The purpose of this paper is to get into the insights behind the brand slogans, or as we will refer in this paper – tag lines.

Most that we are seeing in the pervasive world of communication, and much more with the Internet, we are deluged with so many of them that we can handle and if I may say, feast on. The world is full of many products competing for the attention of the buyers all over and it is a burden and a challenge to the manufacturers how they can have the edge and sell their products in the market.

This way, manufacturers and the entrepreneurs are creating a world that will make their product VISIBLE to the buying public. TV, Radio, Print, Billboards, Hands-out. The Internet. These are the basic means in which the products are introduced into the market.

I will try to digest and get into the minds of the creators of these tag lines. A composite set, based on industry, is a small representation of how these insights have been molded into the consciousness of the buying masses, but then, they are the most effective.

Role of Advertising

Advertising is a necessary evil in the retail industry. It is a form of communication that typically attempts to persuade potential customers to purchasing or to consume more of a particular brand of product or service. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of the brand.

In the Philippine concept, the race to a witty, well catching phrase is not limited. In fact, when it comes to wit and catch phrases, we would perhaps...