Slogan: "FIND YOUR SOUL MATE"
"An advertisement (or “ad”) is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group." page 3. Finding the right car is like finding your soul mate. You try different cars wit the first impression that its going to last, but end up disappointed in the end. A car might look reliable and it might look it will give you less trouble than others. Then you end up with fines left and right, sucking the life out of you.The KIA Soul isn't the flashiest car around, but it is sleek car that will do the job and more for its price. It might not have the greatest looks around on the outside, but the inside provides an experience that will change your mind. The KIA Soul grows on you, not only giving you transportation but a unique driving experience. Surprising you with multiple choices for personal touch on your new ride, creating something that is a reflection of you and your personality. Your perfect match or your soul mate. " When brainstorming to generate ideas, frames might inhibit creative thinking, since they are based on common expectations derived from shared experience." Chapter 3, Page 35. As I kept thinking of ideas, I tried to research the experience the consumers have had buying and using this car. They also have a few descriptions in common: sleek, simple, high-tech, unique, youthful, fun to drive, or beyond expectations for its price. That was I kept in my while coming up with the slogan.
The slogan that I decided to go with is unique yet known. Its unique because its a slogan never used before for car ads, but comparable with the commercials for various dating sites that guarantees a connection with your perfect match. It a humoring turn to that popular concept for online dating, and referring to the long search and commitment people make with cars (new and old) that don't match their owners. "Effective advertising could persuade you that a particular brand is better or more appealing than the competition." page 3
Source:
Advertising by Design, by Robina Landa
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