Языковые средства создания экспрессивности в русских и зарубежных рекламных слоганах

             

Nestle / Cheerios breakfast cereals

Advertising slogan: Cheerios. Smiles all round.

This slogan is based on usage of part of the name of advertiser

  

Kerrygold, pure Irish butter

Advertising slogans: Kerrygold. It's all pure butter.

                              One of life's pure pleasures.

Both slogans are based on usage of part of the name of advertiser

  

Country Life butter brand, UK

Ad slogan: Enjoy the taste of Country Life.

This slogan is based on usage of part of the name of advertiser 
 
 

Anchor, New Zealand butter

Ad slogan: Anchor. Tastes the way nature intended.

This slogan is based on usage of part of the name of advertiser 
 

Lurpak, Danish butter

Taglines: Good food deserves Lurpak.

This slogan is based on usage of part of the name of advertiser

             

Sargento cheese brand

Ad slogan: Sargento. Our Family's Passion is Cheese.

This slogan is based on usage of part of the name of advertiser 
 
 

Golden Vale / Charleville natural cheese brand

Advertising slogan: Charleville. Can't live without it.

This slogan is based on usage of part of the name of advertiser 
 

Le Roule, processed french cheeses

Advertising slogan: Le Roule. A twist of inspiration.

This slogan is based on usage of part of the name of advertiser 
 

Mini Babybel, snacking cheese

Motto: Babybel. Real Great Cheese, All Wrapped Up!

This slogan is based on usage of part of the name of advertiser 
 

Apetina Feta

Advertising slogan: Because feta can be so much better.

This slogan is based on usage of part of the name of advertiser 
 

Pringles potato chips

Ad slogans: Pringles. Once you pop the fun doesn't stop

This slogan is based on usage of part of the name of advertiser 

Lay's potato chips & crisps

Advertising slogans: Lay's. Get your smile on.

This slogan is based on usage of part of the name of advertiser 

Jay's brand potato chips and other snack foods, US

Motto: Jays... can't stop eating 'em!

This slogan is based on usage of part of the name of advertiser 
 

Tostitos crunchy chips brand

Marketing slogan: Tostitos. Share something good.

This slogan is based on usage of part of the name of advertiser 
 

Good Humor ice cream brand

Advertising slogan: Good Humor. Return to the Classics

This slogan is based on usage of part of the name of advertiser 
 

Tip Top Ice Cream Company, New Zealand

Advertising slogan: Tip Top. Real ice creamier

This slogan is based on usage of part of the name of advertiser 
 

Haagen-Dazs, ice cream brand

Taglines: Haagen-Dazs. Made like no other

This slogan is based on usage of part of the name of advertiser 
 

Breyers ice cream brand, USA

Advertising slogan: Breyers. Taste, not technology

This slogan is based on usage of part of the name of advertiser 
 

Blue Bell Creameries and ice cream brand

Slogans: Blue Bell. We eat all we can and sell the rest (стратегический слоган)

              Have yourself a Blue Bell country day

Both slogans are based on usage of part of the name of advertiser 
 

Carvel ice cream cakes and soft ice cream in cones, shakes, sundaes

Advertising slogan: Carvel. It's what happy tastes like. Comparison of a product with happiness,  with something good. This slogan is based on usage of part of the name of advertiser 
 

Klondike Bar (an ice cream sandwich)

Marketing slogan: What would you do for a Klondike Bar?

This slogan is based on usage of part of the name of advertiser 
 

Walls Viennetta ice cream desserts

Tagline: Viennetta. An unforgettable experience. Use of epithets in a slogan.

This slogan is based on usage of part of the name of advertiser 
 
 
 
 

Anadin drug brand, fast pain relief from headaches, colds & flu

Advertising slogans: Anadin. When only fast will do.

                              Nothing acts faster than Anadin. -In both cases the slogan involves with the promise of rapidity. Both slogans are based on usage of part of the name of advertiser. 

Wall's Ice Cream

Motto: Stop me and buy one

           Note: This motto has been written on tricycles with fitted refrigerators which Wall's salesmen were riding. 
 
 

Медицинская реклама 
 

Excedrin drug, painkiller

Advertising slogan: Excedrin. The Headache Medicine.

This slogan is based on usage of part of the name of advertiser 

Aleve drug brand, pain reliever / fever reducer

Motto: Aleve. All Day Strong. All Day Long.

This slogan is based on usage of part of the name of advertiser 

Bayer Aspirin analgesics

Slogans: The More You Know, The More You Trust Bayer.

This slogan is based on usage of part of the name of advertiser

                           

Solpadeine brand, a range of painkillers

Marketing slogan: Solpadeine. Power to hit pain where it hurts.

This slogan is based on usage of part of the name of advertiser 
 

Paramol Tablets, painkiller

Ad slogan: Paramol. You can't hit pain much harder.

This slogan is based on usage of part of the name of advertiser 
 

Advil drugs, relief from different types of pain

Taglines: For Better Relief, Advance to Advil!

             Advil. Stronger than pain..

Both slogans are based on usage of part of the name of advertiser 
 

Tylenol drug brand

Marketing slogan: Tylenol. The pain reliever hospitals use most.

This slogan is based on usage of part of the name of advertiser 
 

Nurofen drug, pain reliever

Advertising slogan: Nurofen. Targeted Relief For Pain.

This slogan is based on usage of part of the name of advertiser 
 

Walgreens Pharmacy

Advertising slogan: Walgreens. The Pharmacy America Trusts.

This slogan is based on usage of part of the name of advertiser 

Medicine Shoppe Pharmacy

Slogans: Medicine Shoppe. 100% Pure Pharmacy.

              What a Pharmacy was Meant to Be.

Both slogans are based on usage of part of the name of advertiser 

Rite Aid, drugstore chain, USA

Marketing slogan: Rite Aid. With us, it's personal.

This slogan is based on usage of part of the name of advertiser 

CVS Pharmacy Stores

Advertising slogan: CVS pharmacy. Expect something extra.

This slogan is based on usage of part of the name of advertiser 

Merck & Co., pharmaceutical company

Advertising slogan: Merck. Where patients come first.

This slogan is based on usage of part of the name of advertiser 
 
 
 

Yamanouchi

Slogan: Yamanouchi. Creating and Caring... for Life.

This slogan is based on usage of part of the name of advertiser 
 

Astellas Pharma

Advertising slogan: Astellas. Leading Light for Life.

This slogan is based on usage of part of the name of advertiser 
 

Pfizer research-based pharmaceutical company

Advertising slogan: Pfizer. Working for a healthier world.

This slogan is based on usage of part of the name of advertiser 
 

Sanofi-Aventis, world’s 3rd largest pharmaceutical company

Motto: Sanofi-Aventis. Because health matters.

This slogan is based on usage of part of the name of advertiser 
 

Janssen-Cilag, research-based pharmaceutical company

Ad slogan: Janssen-Cilag. Your partner in integrated health care.

This slogan is based on usage of part of the name of advertiser 
 

GlaxoSmithKline company

Tagline: GlaxoSmithKline. Do more, feel better, live longer.

This slogan is based on usage of part of the name of advertiser 
 

Schering pharmaceutical company, Germany

Marketing slogan: Schering. Making medicine work.

This slogan is based on usage of part of the name of advertiser 
 

Polpharma, the largest Polish manufacturer of drug products

Tagline: Polpharma. People helping people.

This slogan is based on usage of part of the name of advertiser 
 

Sandoz, a world leader in generic pharmaceuticals

Advertising slogan: Sandoz. A healthy decision.

This slogan is based on usage of part of the name of advertiser 

                                        Заключение 

        Не смотря на то что  темой данной работы являются «ЯЗЫКОВЫЕ средства создания экспрессивности в рекламных слоганах»,  проанализировав историю зарождения и  эволюции слоганов, а также их употребления, на примере реально существующей рекламы, можно с уверенностью сказать что языковые средства как раз не являются ключевым средством создания экспрессии(в печатной литературе покупателя сперва должна привлечь именно форма или же фасон текста потому что вчитываться человек будет позже; в аудио рекламе первый привлекающий фактор – это задорный и весёлый голос рекламирующего, в видео рекламе на первом месте стоит динамика в кадре) и даже более – в хорошей рекламе не всегда есть экспрессия.

       В результате данную работу можно назвать «ОСОБЕННОСТИ употребления слоганов в русской и зарубежной рекламе» коим я выше и уделил внимание. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Использованная  литература:

  

Р. И. Макшанцев. Психология рекламы. 2002. с 205

 

Теория  рекламы” Музыкант В.Л. с.121  

База  российских слоганов. Интернет ресурс. Адресс: http://www.sloganbase.ru/?PageID=21 

База  зарубежных слоганов. Интернет Ресурс. Адресс:

http://www.liveinternet.ru/users/grayowl/post187716414/