Catchphrase/slogan of an advert

I've been reading a book that I borrowed from Mr Ford, (Media Studies: The essesntial introduction) which gives a pretty good introduction about advertising. When reading, they commented on the Pear's soap adverts and how it was quite successful because of its catchphrase 'Good Morning! Have you used Pears soap?'

It made me think about the catchphrase/slogan aspect of the whole advertising campagne, and clearly we are going to have to make one up which people will remember and associate with the advert. I know that I associate certain sayings with certain adverts which is a way in which the company has made me aware of their brand/product. (If i'm honest, I didn't even know that I recognised so many slogans, but when i think about it, i can recall plenty!)Following these thoughs I started looking at YouTube for some videos of modern and old adverts, to see if the way companies advertise have really change much over the years, or whether they use the same techniques as today. One of the ones I looked at was the Hellmans Mayonaise ad, and ive noticed that each advert has similarilties with the way they advertise the product and also the catchphrase is the same in all of them. Take a look at these two, shows the similarities well:

1. This is the 1982 mayo ad



2. Another Mayo ad



Both adverts have shown how the mayonaise can be put on different foods, (basically its an all rounder) and the slogan is the same, and easy to remember. Currently their slogan is 'Hellmans light makes it' Im sure you've seen their new adverts.

Im quite inspired by the Hellmans adverts because they don't over complicate things and the modern day ones especially, take simple everyday ideas to make their advert successfull.

Me and Hannah have found with the baked bean ad that we are trying to over complicate things, and are trying to cram in too much into one advert, and this has made me realise that you don't need to much too make an advert successful. I will definetly look more into this as the cathphrase/slogan does have a strong inpact on how the adverts come together.

:]

oops, this is a well long post!