COMMUNICATION THROUGH THE SLOGANS OF ADVERTISEMENTS A STUDY OF CREATIVE TAGLINES IN INDIAN ADS

For flourishing of any business and service advertisement is the most essential
part of the marketing strategy. Best product and excellent service can also prove to be meager
devoid of ads. Besides the traditional vehicles, Mass media including Newspapers, Magazines,
Television, Radio, internet based new media and the digital media are used for carrying the ads as
per the requirement in India. It was felt necessary by the researcher to know more as to what stuff
in the ad makes it attractive and compel the audiences/ consumers to buy a particular product or
avail a specific service even today in 2017? Thus researcher chose to study one of the most
important aspect of the ads i.e. Slogans of the advertisers as they form the most important part of
any ad. To know the communication through slogans/ Taglines, its creativity and the role, the
topic was formulated.
It is necessary for the advertisers and the ad. agency to know the importance of slogans so
as to make their product/ service grab the attention of the people. Similarly the consumers also
remember the product or service due to the catchy Slogans. It was found that the Slogans play
important part in creating the image of the product or service and increase the business. It was
also found during the research that making catchy slogans requires special skills and is not a job
of a layman. It was also found that some taglines are so much effective that the audiences
remember them but forget the product or service for which they were made. Yet they play most
important part in the ads. Many ads make their claims in the form of Slogans. A survey to find the
views about the slogans and their impacts showed that it is not possible to think of advertisement
without any catchy slogan and that ads without creative slogans fail to do effective business.
Various respondents gave different views about the Slogan they liked. It range from the domestic
product to FMG, toothpaste, electronics, automobiles, edibles etc. Many opined that few slogans
are emotionally attached with them while others remind them of quality and reasonable price.
Thus it was found that Slogans are the most important part of the advertisements may they be
presented on any media from print, electronic, digital to traditional and folk.