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“Every bite is a different temperature” – Hot Pockets
This is a really bad example of brand language because it makes their product sound really unappealing, the opposite of what a food company is aiming to do. Creating imagery for the audience is important to do when creating a tagline and this company does it but it a way which puts bad imagery in peoples mind and links their product to what we now think of as uncooked food.

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Verizon: "Can You Hear Me Now? Good."
This is an example of good brand language because it gets the point across in a short witty way. To have a rememberable tagline it needs to be short but stick in your memory and relevant to what you're selling. Immediately the audience know this person is on the phone and they now have good signal, thanks to Verizon

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This is an example of good brand language. 'Let's feel good' sounds like its speaking to you on a personal level, its a calming voice that almost is ensuring you that you will feel good by shopping at their pharmacy. Its a short and snappy tagline that is honest and has no hidden  meanings or subliminal messages behind it. I feel that it is perfect for a brand that solely exists to benefit and improve peoples lives.
Also a side note, I feel that the type is also very appropriate for the language and message the brand is giving off; the type is soft and approachable- The brand overall appears trustworthy.

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'A body for every body' This terrible tagline did not last long on billboards and advertisements before 3 students started a campaign to get it taken down. This advertisement is a perfect example of bad brand language as it represents everything that is not diverse. Many elements of society are already telling women that having the perfect body is the only way to command others admiration and approval. This ad appears to just represent women who look slimmer yet the language almost goes deeper than this, essentially its telling women that without the perfect body you will not be desirable, successful, fulfilled nor accepted- Branding like this can damage individuals and ruin mental health.

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"Shave Time. Shave Money". I think this is a great tag line and reflects their brand well. It's smart, catchy and to the point. These values are exactly what the brand strive to uphold every day. It also plays with the language to make it directly relevant, whilst not losing readability.

It's very simple and clean. I think its a great slogan. Project the brand and their intentions in a good light.

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Here is an example of bad advertising by McDonald's. They're clearly conforming to the trend that McDonald's employ "thick" people. Even though the milkshake is there to be seen as the subject. But recruitment and milkshakes have no correlation.

It's a poor attempt at a joke because they're insulting the people they're trying to recruit.

Some roles at McDonald's require very little in the way of qualifications, that's why they get the reputation from. However, that minority can't define your employment programme.

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This was a reebok advert that was eventually pulled for being controversial. The advert is clearly promoting something that should not be promoted and has little relevancy to the brand.

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This is a satirical campaign for affordable supermarket - Aldi. Aldi is recognised as being a supermarket that stocks all sorts of things, often random items that are only stocked for a short amount of time. The brand is clearly aware of these stereotypes against them and have decided to play on them for the advertisements which has worked well in their favour.

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It's tagline is simple: 'Great Outdoors'.

It encapsulates the motivation of the brand, the values and speaks to it's audience. Regatta believes that everyone deserves to see the outdoors properly with quality and affordability t its focus. It's visual tone is simple, with sans serif for wider readability, and it is for all.

They are to the point, no wool behind the eyes. The name is fabricated but a memorable. It's trustworthy and a good standard for any activity outdoors.

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While Tesco’s campaign for ‘every little helps’ in the 90s was majorly successful, and considered one of Nick Ashbury’s favourite slogans, the lasting effect of its truth has worn off.

It's empire now built, with convenience stores almost everywhere you go, there is dishonesty in its brand language.

I believe this because Tesco takes a community level, authentic, working class affordability angle in its brand language. Once used to compete with the likes of Sainsbury's. However, according to surveys by Which? and articles in the past five years, Tesco's retailed products and own brand is actually far more expensive and penny grabbing than Asda, Sainsbury’s and Morrisons.

The unity of its brand voice was fantastic for some time, but when you look to the products and brand, it doesn't use the same voice. Its expenses are often in the same league as Waitrose and Ocado, which is not affordable for many like its branding suggests.

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This is rather self explanatory as for why it is a horrendous tagline. Not only is it misogynistic as they compare women to wild animals, but it is also racist due to the photo being of natives whilst they talk about wild animals.

Not to mention, the entire thing has NOTHING TO DO WITH BEER.

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"It Could Be You"

I feel like this is a perfect example of good language as it leaves the target audience thinking of the possibility of them winning. Knowing that they'll never know until they give in and buy a ticket. Therefore creating an effective way to grab peoples attention.

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 Snickers is a brand a lot of us are familiar with, its considered the best selling candy bar of all time. When we see the image of a snickers bar its easy for us to imagine the deep voiced man from the adverts that go with it, “Snickers, get some nuts”. Snickers have never failed to make their strapline’s stick with their audience. snickers used an iconic figure from pop culture in their adverts, Mr T.Popular for his television series the A-team, Mr T brought in a new typer of visual language to their ads. One that was aggressive, funny and would stick.  In 2011 they used him in their advert with him saying the line ‘snickers get some nuts’. One that we all remember, its funny, witty and timeless. They're other strapline, ‘your not you when your hungry’ is also another clever use of wit and comedy that helps they're audience associate them as a fun chocolate bar brand

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 Snickers is a brand a lot of us are familiar with, its considered the best selling candy bar of all time. When we see the image of a snickers bar its easy for us to imagine the deep voiced man from the adverts that go with it, “Snickers, get some nuts”. Snickers have never failed to make their strapline’s stick with their audience. snickers used an iconic figure from pop culture in their adverts, Mr T.Popular for his television series the A-team, Mr T brought in a new typer of visual language to their ads. One that was aggressive, funny and would stick.  In 2011 they used him in their advert with him saying the line ‘snickers get some nuts’. One that we all remember, its funny, witty and timeless. They're other strapline, ‘your not you when your hungry’ is also another clever use of wit and comedy that helps they're audience associate them as a fun chocolate bar brand

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Ikea is probably the most recognizable furniture company in the world. The Swedish giant has made an incredibly good job establishing a very distinct brand identity that carries a strong cultural impact. From their vast library of iconic furniture, each piece designed and executed in a simple but highly efficient manner, to the use of instruction booklet and the graphic world they employ, to the bold, yellow lettering and imposing blue megastructures that are their stores, Ikea is truly a master of branding.

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Before launch, Sony used a series of surreal and disturbing commercials to stimulate discussion around the Playstation 3. One of said commercials includes an animatronic baby in an empty room, facing the console and making strange noises and head movements. Another commercial in 1999 for the Playstation 2 features a girl with a realistic, oversized head talking about “mental wealth”. A third example would be short 2d animation of a couple of squirrels talking about nuts. It was supposed to promote the PSP, and it ended with the slogan “PSP. It’s a nut you can play outside”.
Although these advertisements did get the media talking about Playstation, and they are not necessarily badly made, they left consumers utterly confused and disturbed, especially since they didn’t appear to make any sense or be related to videogaming in any way. I think they were a bit too experimental and “artsy”, and it probably ended up alienating a fair number of the Playstation fanbase.

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In recent years Nvidia Graphics cards have become synonymous with optimum performance in gaming. As such the strap-line ‘the way it’s meant to be played’ subtly acknowledges the brands superior position in the market while assuring that their products will give consumers the capacity to play their games the way the developers intended.

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while Carlsberg’s ‘If Carlsberg did’ campaign was successful in becoming a recognisable term. The chief strap-line of ‘If Carlsberg did beer’ is potentially confusing to consumers who may have limited exposure to the brand. They may think to themselves ‘I thought they did do beer’ and thus subconsciously believe it doesn’t.

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Adidas' 'Impossible is nothing' is to me is an example of bad language. It would definitely make a lot more sense if the phrase was the other way around however maybe this was their marketing technique . Adidas claims the phrase brought new life and the attitude Adidas shares with athletes around the world-the desire to push yourself further, to surpass limits, to break new ground'

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Coca Colas 'open happiness' is very catchy it idealises the product and what the product could do for you. Everyone wants happiness. The company aim to target 15-30 year old and I believe this does this successfully. Even though in reality this sugary drink isn't the best for you health wise, the way they advertise almost makes up for it by saying you will feel mental happiness.

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Seems like UPS is really proud of copyrighting the color brown. This is a terrible tagline, it is not catchy and it definitely needs context. Taglines like "Just do it" are so effective because they are catchy, which turns them into free publicity when someone happens to utter the words and we instantly associate them with Nike. I think it's safe to say that "what can brown do for you" will never naturally come up in a conversation.

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MTV's tagline originates from an ad campaign targeted at cable providers. Because music videos were a very new concept, record labels were not interested in producing videos and cable providers were reluctant to add MTV, a network with little content, to their grid. That's when designer George Lois came up with the "I want my MTV" ads, which had famous musicians endorsing the channel. People who saw the ad would call their providers and ask to be given access to MTV. This was a very successful call to action, which saved the channel and kickstarted the new era of music videos. This is hardly a timeless slogan, however, but in its context, it was brilliant, and it became part of the brand.

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Ford Motor Company, American automotive corporation founded in 1903 by Henry Ford. They believe in putting people first, doing the right thing, being curious, being resilient, striving to win, and working as a team. I think their tagline communicates those core beliefs pretty well. It’s encouraging, inspiring and also it is short and easy to remember.

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Burger king changed their tagline from “Have it your way” to “Be your way”. Fernando Machado, SVP Global Brand Management, said to BurgerBusiness.com that the new tagline is the result of a company re-examination of its brand and its relationship with it’s customers. "Burger King is a look-you-in-the-eyes brand, a relaxed and a friendly brand. It is approachable and welcoming," he told. "So we wanted the positioning to reflect that closeness. We elevated 'Have It Your Way' to 'Be Your Way' because it is a richer expression of the relationship between our brand and our customers. We'll still make it your way, but the relationship is deeper than that." So on one hand, the change makes sense because the meaning is more heartfelt for the customer, however, the meaning of the new tagline from the first glance isn't so obvious (at least it wasn’t to me) in which case the whole meaning, no matter how profound, is pointless.

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Be Your Way' - Burger King's New Ad Slogan

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Apple: "Think Different."

Apple use the tagline 'Think different' and this already makes them sound like they're trying to produce products which have not been invented yet and revolutionise the industry. Even though they are a leading competitor in the tech industry their tagline makes them stand out more, it gives the impression to consumers that they're always coming up with new ideas, new products, and new ways to reach the next level with technological advancements. This branding has helped them grow and beat competitors like Android who's tagline is 'Be Together, Not The Same' and although it is a strong tagline Apple stands out just by saying they will think different to the people around them.

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“Always in beta” – New balance

New Balance's tag line is always in beta and this gives off the impression that it has not yet finished testing the expensive shoes which they release.

This doesn't improve advertising due to making it sound as if they don't know whether the shoes work yet. This makes consumers consider whether to buy the products but due to the tagline it puts me off straight away. It fails to help them against competition like Nike or Adidas, one of which who has a super well renowned tagline 'Just do it' which is considered to be one of the most well known tagline's in the world. Compared to Nike it instantly puts them behind especially as they said they're still in Beta. Otherwise known as a testing stage, as if they're still not done and ready for public use.

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This kitchen towel brand did a good job to create a tagline which not only is short and to the point, comparing itself to the other brands and claiming it is better at absorbing and cleaning up its mess. Not only that but the use of the series of 3 catchy rhyming words, makes it stand out in the crowds and starts becoming this catchy almost jingle like rhyme that consumers won’t be able to get out of their heads.

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Diesel created the tag line “Be Stupid”, with outrageous images, attempting to mimic something like the Nike, “Just Do It”, but failed. Their aims were to say the greatest ideas appear in the minds of those who are not afraid to express themselves, which at first may seem as a stupid idea but over time will become history. They failed at this, the messages they showing are giving off the complete wrong message and the humour side of it, isn’t funny, it’s making people class their brand and those adverts as stupid, there is no link to the greatness behind the stupid acts. Instead it’s just advertising stupid acts as a tagline.

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Budweiser ran a promotion for Bud Light which used the #UpForWhatever campaign to gain attention, However, the marketing team completely missed the mark. The slogan chosen reads "The perfect beer for removing 'no' from your vocabulary for the night."

Uproar commenced on social media and Vice President Budweiser made a statement about its intention and went on to say it was referring to “spontaneous fun” and apologised, it’s difficult to believe this statement as the sentence alone causes some feeling of vigilance and surprise. The slogan was changed, and Budweiser were accused of promoting rape culture.

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Under Armour has recently changed its slogan from “I Will” to “The Only Way Is Through”, this is a step up to its previous one as it was lacking a lot of context and was clearly influenced by Nikes “Just Do It”.

The new slogan still lacks context however the words used are more relatable and can be associated with many things even outside of sports as everybody faces the challenges life throws at us, and so instead of admitting defeat we must strive through it to achieve our goals no matter how difficult they are.

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'Creating the New' (Adidas)

1. Misleading - focuses on the past;

2. Disrespectful - their products are promoting a regime which is responsible for one of the biggest crimes against humanity.

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Disney has built its brand on a foundation much larger than its logo - it promises a kingdom of magic, fantasy, and dreams. Words like 'magic', 'kingdom', 'dreams', 'fantasy', have Disney connections in the common psyche.

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The slogan cleverly creates a personal response with its audience by enhancing relatability and adding humour to create positive links to the product.

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The slogan cleverly creates a personal response with its audience by enhancing relatability and adding humour to create positive links to the product.

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While promoting this food product, the aim of the slogan was to promote it’s weight loss benefits. However the stigma alongside this supermodel quote promotes anorexia and eating disordered behaviour and is not a healthy or ethical message to promote.

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I have chosen this slogan as a bad example purely out of the context it has been applied in. typically you wouldn't associate smokers with being someone of peak health or fitness therefore the fact that someone is actively walking for something that will stop them walking contradicts the purpose of the ad.

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The immediate nature of this graphic paired with the slogan creates a narrative with an abruptness that signifies the danger of not doing your seatbelt up. The use of alliteration through the syntax gives it a punch that is somewhat fitting given the context of the advert.

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You’d expect someone as big as Adidas to come up with a ground-breaking tagline, but perhaps the pressure to outrun (or at least catch up) with their biggest competitor’s tagline “Just Do It” is exactly why it turned out so weak and didn’t quite get the hype they expected. Instead of being a straightforward, instant motivation boost, “Impossible Is Nothing” is rather confusing even after deliberately trying to engage with it.

The message and the attempt to make the tagline more ambiguous and distinctive with that little word play is great, but the execution disappoints.

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In a world of fast fashion, never-ending trend changes and clothes that have lost their colour, shape and all the buttons after a few times of being worn and washed, Levi’s remain undefeated, and their tagline “Quality never goes out of style” couldn’t be more spot on.

With the tagline they acknowledge the challenge of keeping up with the ongoing trends, but also show that they’ve cracked the code of never having to worry about that as their brand has been a doubtless choice for sustainable, well-made and truly excellent quality clothing from the very first days of Levi’s. Their tone of voice is very calm, but firm. Though it's quite long, and you might not remember it word by word, reading it once is enough for you to take away and remember all that's necessary. You know you can trust them - both their words, and their products. They invented the blue jean nearly 150 years ago, and I bet there’s never going to be another brand that could take their place (and they probably know that very well)

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While this slogan may have fit well with Bud Light’s campaign, ‘Up For Whatever’, there is definitely a more sinister side to it that somehow the campaign team missed. The slogan obviously evoked concerns about alcohol-fuelled rape culture, putting Bud Light at the heart of this. Is this really what you want your brand to be associated with? The marketing team needed to think more about the implications of what they’re saying.

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CARHARTT - Work In Progress
Since the brand's conception in 1889, Carhartt has sought to provide heavy duty, functional garments undergirded by comfortable, ageless cuts and carefully selected materials. The brand communicates a compact and endearing message to all who engage with it. 'Work in Progress'. I think this a notable example of good brand language because it creates a connection between the type of apparel and accessories offered, and one of the brand's convictions. This tagline is concise enough to remain in people's minds, and thoughtful enough to carry weight. It's both honest and hopeful and manages to define the brand's ethos in a way that is timeless, true and inviting.

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With no existing UK market for a cheaper alternative for razors, Harry’s needed to make sure their advertising campaign was as good as it could be to make the most of the gap in the market. They focus on British humour to make people notice their campaign. This billboard in East London pokes fun at the hipster culture. However, the hipster culture is proportionally small so they’re not immediately burning bridges with customers. Most people who aren’t part of this culture will laugh at this and then perhaps question the state of their own facial hair.

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'With Bouncing Soles'
I'm reluctantly using this as an example of bad brand language, purely because in my many years of wearing Doc's I had no idea that they even had a tagline yet alone this one. The tagline is based off of the sole of their shoe which is distinctive to them but in my opinion it doesn't reflect their shoes very well, their a sturdy and reliable shoe that will last you many many years and I feel that the brand could have been represented even better with a stronger and more dynamic tagline because when I think of the brand Doc Marten's I don't think bouncing soles.

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'Lets feel good'
This is a good example of brand language because it its appropriate for everyone, easy to remember and also represents their values as a brand, conveying that if you shop in Boots your going to feel good which spreads a positive message, making people more likely to shop in their stores.

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White is purity

This slogan is a bad example of brand language as is controversial language, this subconsciously encourages the customer to make links between skin colour etc when the product isn’t referring to that. The line on the advertisement doesn’t link to the product as its advertising an invisible deodorant. This ad refers to a colour which isn’t easily marked by deodorant, and there are many better ways of highlighting the invisibility of deodorant than this.

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The name Facebook is ok, although it isn't particularly memorable. My main issue here is with the slogan. It is long, wordy and overcomplicated. It doesn't have a distinctive tone either. I t isn't fun, snappy, memorable or inventive. It tells you more about the brand but that is it.

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Brandon Lane
“Impossible is Nothing” by addas, its marketing is the same as Nike’s although it’s such an out of place word to say, it’s almost you have to think about before you understand. With that out, they put their slogan and logo onto a historic moment as they though would inspire people, with attachment we have done. Although it just creates this funny and unrealistic vison of so historic moment. The brand, it self doesn’t benefit form it so such like the slogan makes the marketing worse for, just makes the brand look funny to silly then something serious.

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Brandon Lane
When Obama was running for presidents, he used a slogan called “YES WE CAN“ this has familiar passion as Nike’s “Just do it,” but different, this idea of yes we can – will be better! brings hope to the people of America, giving this image of what American can be, It shares hope that things will be for everyone. The slogan also presents how Obamas wanted to be brand, this symbol of hope and change. The slogan also uses the idea of unity, WE CAN bringing the people of America together, then apart thought the presidency., this feeling of peace. They bring this unity thought the colour scheme thought the slogan represented with the American flag colours. For me I just found it very inspiring, just making me feel that we can do whatever we want.

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The Wonderful Everyday
This slogan is a good example of brand language as it is direct as well as indirect at the same time.  It makes the customer think about the deeper meaning behind it. The wonderful everyday is also hinting that ikea can help you to achieve that feeling in your life if you shop with them. This also highlights how functional and sustainable their items are meaning that if you shop with them you can live like the people in the advertisements.  I think it’s a perfect example of simple yet effective

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In 2015, Protein World released their ‘Are You Beach Body Ready?’ campaign and it, unsurprisingly, went down badly.
Here is clearly a bad use of brand language because it suggests that there is a certain way you must look in order to go to the beach.
I imagine many followers of the brand felt as though they had been let down. Their use of language suggests that they hadn’t even thought about the offence this ad would cause to people. In consequence of the upraw caused by the public, the ad was taken down in many places.
In a particular ad featured in the London Underground, the weight loss collection was placed next to the ‘Are You Beach Body Ready’ text, further suggesting that you are probably not beach body ready and the next step is to lose weight.

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Sass and Belle use good brand language in their tagline ‘For the little things in life’. The tagline successfully projects their mission to celebrate the value of something small making a big difference. Their homeware products are all uniquely designed and have a special quality to them that allows a space to be brightened or make someone feel happy. 
 The ‘little things’ in life could reflect their ambition to support children and stop child labour. This is also shown in their child-like wonder designs and sits close to them as their brand was inspired by the daughters of the founder. 
 ‘Little things’ could also project their mission to not discriminate against individuals with differences. What some places would target as big issues, Sass & Belle choose to celebrate them. 
 

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The name Lush is short and distinctive. It has strong positive connotations. It evokes luxuriousness and loveliness. The tagline is only 3 words, but sums up what this brand does and everything it stands for.

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The tag line "Because you're worth it." gives L'Oréal this status of greatness, proclaiming that the customer is worth enough to use their product suggests its above the rest as to be worth it enough means it must be better on a higher level than average. Ontop of this it also helps draw customers in as it might give them some confidence, saying that they are worth it to use their prestige's brand, they are at a level of beauty to be worth their products.

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Hot Pockets are a fast packet food sold in America, a tagline they once had was "every bite is a different temperature.", its fairly obvious why this one didn't sit well with the public, it suggesting your food is a different temperate each bite suggesting all the Hot Pockets you heat up wont cook evenly. Just the thought of the tagline leaves a face of disgust or confusion, its hard to see why this tagline passed through to be marketed as it doesn't seem impactful or memorable, its long and misinterpreted.

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Even with one of their core values being ‘risk everything’, you can see that sometimes some risks shouldn’t be taken. Reeboks’ 2012 advertisement caused huge amounts of controversy with its tagline “Cheat on your girlfriend, not on your workout” ultimately causing backlash as soon as it was shown to the public.

Although the advert was only shown in a gym in Germany to begin with, due to the help of social media there was soon a huge uproar over its disrespectful and offensive attitudes to women. There is no need to explain why people were so offended by this tagline as it ultimately shows no thoughtfulness towards its female audience. It's safe to say that the advert was very far from the mark and not a risk Reebok should've taken, shortly after the mass amounts of backlash the advert was pulled, followed by a very apologetic message from the company.

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By Anda Sture

Skittles famous advertising slogan “Taste the Rainbow” urges consumers to experience a cross-sensory perception – to taste colours that can literally only be seen. The rainbow theme has been present in all the variations of the logo launched since 1982, yet there are two colours that dominate the logotype: red and white. Well rainbow is the mascot of homosexuals so "taste" the rainbow. In my opinion this is quite successful tagline approaching “tastes the rainbow” ads from different pint of views with heavy dose of humour, making it playful and likeable.

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By Anda Sture

Ben & Jerry’s campaign discusses a series of challenging "adulting moments"—dreadfully onerous situations such as having to fold laundry, needing to renew your driver’s license, or having to cook food (the horror!). You will not be surprised to learn that Ben & Jerry's believes all of these moments "can be made better with our tried-and-true remedy: a hearty scoop (or two) of ice cream".

In my opinion I would classified this as a bad example because of the suggestion of the problem solver. “Eat away your feelings” miss the mark of why they are the best product but instead plays on people hard life and  mocking there choices, giving excuses for owning up for there “adult” responsibilities.

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Oatly's whole message is based on wellness and environmentalism, so I think the line 'It's like milk but made for humans' fits their brand very well.

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Not only is this advert from sprite incredibly sexist and uses slut shaming, I can't find a way that it is relevant to the product. There is no reference to drinking sprite, to sprite making you have a good time - it just seems like an angry shout at women and I can't understand why. This advert would not make me want to buy a sprite, but does the exact opposite. The hashtag #brutallyrefreshing does give a little insight into the thinking, but I can't understand why the company felt the need to produce this ad, or got it got approved.

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Since the brand was first introduced in 1952, "They're Grrrreat" has been used as the tagline for Kelloggs' Frosted Flakes. This comes hand in hand with the brands mascot Tony the tiger, with him uttering the words on their commercials. By drawing out the 'r' in great, Frosted Flakes created a sound that most people are familiar with. The 'grrrr' that the tiger is commonly associated, shows a clear connection between the brands tagline and its mascot.

Although throughout the years the Frosted Flakes tagline has changed, it has now gone back to the original use of the grrr, to once again reflect the mascot. This creates a clear visual image in the audience's mind when they think of the brand or hear the tagline. To me, Frosted Flakes’ slogan is one that is not only timeless but one that creates a good representation of the brand and product. An authentic, memorable message that captures the brands essence effectively.

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Pandora with the tag line of "Unforgettable moments" works really well. It suggest that it is a brand for life, being there for all the key moments. It is open enough for all year round and to be able to be gifted for moments like a thank you, to birthdays, moving house, congratulations, condolences etc.

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Diesel 'Be stupid' is a slogan which can easily be misinterpreted in the wrong way, implying people need to act stupid to enjoy themselves can be offensive to a lot of people as it implies there are only a few ways to enjoy yourself and one of them is to act up, which is not enjoyable for a lot of people. In addition to this, it is common for people to be bullied for their level of intelligence, so to place this within an advert like this could be upsetting.

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This Sega advert could be an attempt to be funny, or deadly serious. Either way, it leads the brain to think of things far removed from Sega consoles, and that can't be a good thing.

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Designed for Chefs, adapted for all.

Service works is a clothing brand, born from a childhood in the kitchen. Wearing chef trousers in and out of work. Service works have found a market where function and comfort have equal importance. Their slogan encompasses this perfectly.

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This advert is from 1965, the slogan for Anadin at the time was "Nothing works faster than Anadin". If read in a different way it can imply that by taking nothing for your cold and flu would be better than taking Anadin, suggesting that Anadin doesn't really do anything or could make your cold or flu worse.

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Ray-Ban’s tagline is never hide. The name and this tagline are loud enough, clear and easy to remember. Among of numbers of glasses brands, Ray-Ban catches people’s eye because it is simple, brief, and outstanding.

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First, the word adidas is difficult to pronounce in some foreign language. Compare to its competitor Nike, adidas sounds long and hard to remember. Adidas uses different logos on different categories of goods. It is confusing to someone that is unfamiliar to adidas. Adidas’s tagline “impossible is nothing” dose not sound clear or easy to say. Adidas’s branding has its own aiming. However, in the contrast of its competitors, adidas’s branding is not successful enough.

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Weetabix as a brand I feel has a great brand voice and there slogan especially "breakfast of champions" gives the consumer the impression that it is the ultimate breakfast which intern draws you to the product as it self proclaims it self to be at the top of the cereal higher.

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Written in 1973 when a social revolution and a new spirit of feminism was in full swing, written by Ilon Specht (a copywriter with McCann Erickson back in 1973). She was thought of as original, unconventional, creative, and independent. At the age of 23, she broke new ground with an ad that was strictly from a woman’s point of view. The signature phrase is such a positive booster, constantly reminding us that we are worth it in every aspect. 

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This 2017 advertisement for co-op's Fairtrade Piñata Egg, is very clearly using sexist language for their tagline. The idea that if you have a daughter, she is expected to be the one doing the washing up, and that you (the parent) should reward her for doing so, is absurd. Furthermore, one of the key principles of Fairtrade is gender equality, which is not being represented at all in this advertisement.
Co-op eventually pulled the advertisement and apologised.

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"The quicker picker-upper" is a really effective slogan as it is very memorable, being able to think of a slogan that will stay in someone's head allows it to be memorable. This means that whenever some say's something similar they are likely to think of this product due to the association, thus making them want one.

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This advertisement for Chubbettes appeared in the August 20, 1956 issue of LIFE With the slogan “She can have a tummy and still look yummy!”. This is a horrible tagline that by no means helped with a young girl's body image. Personally, I do not understand what girl or parent would be excited in supporting such a demoralising brand therefore I was glad to see that it did not last for too long. This simply shouldn’t have been released into the public, no girl should be made to feel like she is less due to her size.

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“Red Bull gives you wiiings”, a now iconic slogan from the energy drink brand Red Bull. This slogan is a great example of effective word play in advertising; the slogan promotes the power of their drink, implying that you can do anything after drinking a Red Bull.

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Boats and boating--Equipment and supplies

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“White Is Purity”, I feel as though I do not need to explain why this advertisement for Nivea Deodorant is inappropriate, but on one side of the argument you can see what their intentions were. This add was meant to promote the non-discolouration benefits of Nivea’s “Invisible: for Black and White” deodorant, yet they clearly missed the mark. The problematic statement has connotations to ethical superiority, defining white as pure, thereby directly characterising black as impure. It is no wonder this ad got pulled in two days.

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The slogan from Adidas 'Impossible is nothing' for sure they made the impossible, possible a brand that started first in 19th century, but I feel they have taken this advert too far from being realistic a footprint of an astronaut on the Moon.

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As a British brand retailer, is well known among Brits for their cheap stuff. Their statement says 'Save money. Live better.'

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Hilton’s slogan of “Travel should take you places” is bad because it just comes across as being flippant and dumb. Travel by definition is to go from one place to another, so travel does take you places. Thats literally what it is.

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The original slogan for KFC is one thats instantly recognisable and one of the most famous fast food slogans. "It's Finger Lickin' Good" represents how good and tasty the food is, so much so you would lick your fingers to get every bit. However due to the recent coronavirus pandemic, hygiene standards have hugely increased, and the  slogan isn't really appropriate with the current climate, especially with all the wash your hands advertisements. To resolve this issue, KFC have released new advertisements, featuring the old and well-loved slogan, but with 'Finger Lickin' part censored out, to simply read; "It's Good". This new strategy humorously deals with the problem by censoring it out, as people will still be able to recognise the slogan.

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Dollar Shave Club’s 2012 debut promo featured the tagline: “Our blades are f***ing great.” This is very on-brand for the grooming company who have kept the witty style in their following brand campaigns. The slogan is also, a direct boast of the companies quality, while also being funny and is aimed directly at consumers. The slogan is also memorable and unique as it contains a swear word (which is censored but is there none the less).

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The slogan for this movie is just bad. "He was dead...but he got better" it just doesn't make a lot of sense. How can someone get better after death? I am sure that most people would understand what the poster is trying to say, but on a marketing stand point it is simply a poor effort

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BAD - Pretzl Crisps 'You can never be too thin'

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BAD - Pretzl Crisps 'You can never be too thin'

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This was an ad campaign ran by am American pretzel company that sparked widespread outrage due to its links to provoking eating disorders.
'There's no excuse for pretzel crisps outdoor campaign, which uses two mantras used by anorexics as headlines on ads for their chocolate-covered snacks.'
Critics say the ads are trying to make people feel bad about their bodies, even encourage disordered eating. Skip lunch and have a few dry pretzels, for instance. This was a really irresponsible ad campaign.

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Bad - Victoria Secrets ‘A body for every body’

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Bad - Victoria Secrets ‘A body for every body’

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Originally, the slogan read ‘the perfect body’ but was later changed to ‘a body for every body’ after a petitions was set up by three student who disagreed with the state. It then continue to receive more criticism because of the lack of body type representation in the campaign photo since all the models have a very similar body type.

The communication from this company definitely needs improvement, especially with the visual representation of the overall campaign with having a better representation of body types. With inclusion being one of its core values, they really missed that mark in the 2014 campaign.

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New Balance’s ‘Always In Beta’ slogan is not my idea of great brand language due to the associations with beta’s being incomplete things being tested. New Balance understood this as the thought process behind the campaign was the idea that New Balance is always evolving and improving but its a double edged sword with also implying that the products you could be buying at this time are incomplete or not as good as they could be. The tagline and its sub-taglines are good on a surface level as they are aiming for the idea of self-improvement in the user as well as the product but the underlying inference and negativity around beta’s overpowers the postive message.

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I personally don't real like the slogan of red bull benefits the brand image at all, the slogan "It gives you wings" is used by the brand to express the idea of freedom and energy that the drinks gives you; however the idea of wings and the analogies which come with that don't match up with the name of the brand. Simply put bulls don't have wings, if the name of the brand was an animal with wings it would me sense, or if the slogan was to do with horns it would much better link to the brand image. This small mistake makes the energy drinks brand look honestly a bit childish and the art style they use for there ads don't help. There art style is a pencil sketch animation giving very strong Beano looks which doesn't match with the commutations you would typically give to an energy drinks brand which sponsors a wide range of extreme sports competitions.

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Subway's slogan is a short, catchy and memorable two words. It has stood the test of time and is instantly recognizable simply by its tagline. It is so simple and lets the consumer know exactly what they are buying, and it also suggests that if you are not eating fresh then you are not eating Subway.

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Although it is German this has been Audi’s tagline for years in almost all countries they advertise in. ‘Vorsprung durch Technik’ meaning ‘Lead by Design’ has become synonymous with the Audi brand, especially in recent years with its use alongside an audio cue at the end of their TV adverts. The phrase itself highlights Audi’s brand image of being premium and well built. This tagline is and has been long lasting as it has survived various eras or leadership at Audi. Simple, short and sweet as well as being memorable even for non-native German speaking people means that the tagline has become instantly recognisable.

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Over the past 4 years the Trump administration has become synonymous with the slogan “Make America Great Again,” with red hats bearing this tagline as a symbol of the former president. When it was released that Biden had trumped Donald out of the White House in the most recent presidential election, the new president unveiled a slogan that people on social media believe was a direct response to Trump’s campaign. The president-elect’s blue cap read “We just did”. This clear, concise and humorous end to Biden’s lobby captured attention globally, creating a huge outreach in proving their success. It conveyed an underlying statement explaining that humour and community had been brought back into the White House, a subtle message that needed to be heard and seen by so many Americans.

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Burtons tagline immediately links itself to the business purpose that it is a snowboarding brand by using the word 'Ride' . Burton states - This is what our brand has to offer: a community that’s grounded in a set of core values and a common mentality: driven to progress while having as much fun as possible. It is a simple but effective slogan to live by and makes people feel that they are not alone and snowboarding is a community as much as a sport.
'The biggest lesson we took from the mountains was to make each turn a force for good—for snowboarding, for our people, and our planet. Riders know; it’s not just about what you do, or even how you do it. It’s about who you share it with. That’s why, wherever we drop in, we don’t do it alone. We ride together. '

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Good - Metro Trains’ ‘Dumb ways to die’ campaign

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Good - Metro Trains’ ‘Dumb ways to die’ campaign

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The premise of this ad/radio broadcast, is to get people to release that you should never mess around by train tracks. Instead of taking on some serious form of advertising that wouldn’t be super interesting to look at, Metro Trains create a song called ‘Dumb Ways to die’ to highlight all the dangers of messing around near trains and the tracks. This song has over 157 million views on YouTube since it was first posted in 2012.

With the series of cartoon characters dying in the dumbest of ways, you straight away understand the moral of the story - there are many dumb ways to die so don’t let that be us.

As a result of the success, Metro further the campaign in 2016 when they released a game version of the video, where you could participate and ‘save’ the characters from dying. This concepts was highly praised by all ages and allowed the awareness of being careful around trains to grow even more.

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Good: Worn by supermodels in London and dads in Ohio.

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Good: Worn by supermodels in London and dads in Ohio.

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This was a New Balance advertisment for the 990 V5. 'Worn by supermodels in London and dads in Ohio' isn't NB's primary tagline, this is specific to the 990. So simple in its execution, the advertisement relies solely on the product and its heritage. It works so well due to the ads satirical aspect, it shows that as a brand NB is fully aware of its own audience and stereotypes. It speaks so directly to these audiences that it feels personal.

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This tag line is confusing and not catchy. It doesn’t roll of the tongue and it isn’t meaningful or emotional when it could make the most of its history and the fact that it’s in most peoples cupboards. Is it saying they only make cereals for you? Because I don’t think anyone would believe that as supermarket shelves are stocked full with them. Or is it suggesting that other cereals are not Kelloggs and wont have the same quality or taste, if so this is completley obvious it doesnt need to be said, you know what you’re buying and you go through a process of deciding what price you’re willing to pay, the quality and taste you want. You’re not going to buy smart price cornflakes expecting it to be Kelloggs. The message isn’t clear or effective.

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This is the boots rebrand by Coley Porter Bell but the tag line ‘Let’s feel good’ has been around for years, it was adapted from ‘feel good’ and the addition of ‘let’s’ really makes a difference. It’s gone from a command to encouraging and friendly. It is inclusive and feels personal and hints at the nights out/summer holidays/christmas parties that are to come when you buy products from boots. It describes what their products result in rather than just describing the purpose of the products, this is more effective due to the wide range of products sold. It is irrespective of gender and age and paints the brand in a very positive light.

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‘Snap! Crackle! Pop!’
The onomatopoeia names came around in the 1930s along with the elf-like characters by Vernon Grant. Originally these famous three words were part of a jingle on Ireene Wicker’s The singing Lady, which was promoted as American’s first radio programme for children. Later that year, ‘Snap, Crackle, Pop!’ was brought into the artwork on the Rice Krispies packets. This has stuck around and been the focus of their branding since the 1930s. It has stayed relevant and fun for kids to this day.

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Despite M&M’s is a strong brand, this choice of tagline was poor. Trademarked in 1954, M&Ms did not pay close attention to the truth behind their slogan. Those who are have eaten M&M’s are aware that at least the colour comes off on your hands. It has always been well-received (the Washington post named them the ‘most-liked advertising slogan’) but I still believe this slogan is based on a lie and doesn’t align with their brand values as strongly.

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Bad: Reebok "Cheat on your girlfriend, not on your workout"

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Bad: Reebok "Cheat on your girlfriend, not on your workout"

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I think this is bad brand language and everyone thought that too as reebok went on to apologise for this and said they regret it. I think that this brand language was so bad that it tarnished the company image and they failed with the posters and had to deal with the backlash from the public because of this.

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Everyone instantly recognises this phrase as it seems like it’s everywhere and on every mcdonalds advert. Paired with the mcdonalds whistle, I think everyone would recognise this on its own. I think that since everyone knows this phrase then its good brand language as it’s instantly recongisable, long-lasting and simple.

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Cazoo, Yeah you can, the second hand car retailer is an easier way to buy a car from home. However its television advert as of recent has some distortion over the tag. ‘Cazoo, yeah you can’ has been used at the end of their campaign. I believe the brand language behind this marketing is a bit unclear. The tagline follows ‘Can you buy a used car without leaving your sofa, Cazoo yeah you can’ For me the use of the brand name just seems a bit irrelevant, misshaping the clarity of their message.

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Oat so simple, the simple sachets from Quaker oats are marketed, as a convenient on the go alternative. The tag line ‘Oat so simple’ has not changed since 1997, designed to mimic ‘Oh, (its) so simple’ and to emphasise the fact their simple oats. The long lasting tagline line is instantly recognisable by Quaker. The brand language expresses the mission of the product with great clarity, identifying its mission. I believe the tagline is a good example of brand language as it has stayed relevant over the years.

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BAD: Uzbekistan Airways “Good Luck” Slogan

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BAD: Uzbekistan Airways “Good Luck” Slogan

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In 2010 Uzbekistan Airways put up billboards across different Internet forums and airports across the globe with their new slogan “good luck”.

“Good Luck” as a saying is a part of the Uzbekistan national symbol, the Uzbekistan Airways aircraft are painted in colours reflecting their symbol of peace and good luck, which translated into Uzbek is “Ok yul.”

So, given the cultural significance “Good Luck” on the Uzbekistan Airways billboard makes complete sense. However when translated into European and American culture this filled their passengers with dread. Luck isn’t something you want to feature on internal or intercontinental flying and resulted a 1.9% decrease in passengers almost instantaneously.

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Bad - Victoria's Secret - 'A Body for Everybody'

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Bad - Victoria's Secret - 'A Body for Everybody'

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Apparently being an improvement from their previous slogan 'The Perfect Body' (in which lies some obvious issues with beauty standards), this slogan isn't very commonly known and has fallen flat. To begin with, it doesn't exactly make sense and the message isn't particularly clear on what their aims or morals are with this. Additionally, the tagline can be perceived as having a strangely possessive sexual meaning, insinuating that every body can possess a body that isn't their own? It makes for an overall uncomfortable and un-empowering feel - the opposite of what you'd expect from a women's lingerie brand. On a side note, the way it's presented in this example shows it has no true meaning as all the women shown are a very classic beautiful ideal body type with no additional diversity.