“Just Do it” VS. “Impossible is Nothing”
The effects of slogan
"Just do it" so powerful
Slogan subverting a well-known phrase
Compare to Adidas and Nike, We think Adidas is more successful 10
The effects of slogan
According to Stewart, Clark (2007) Companies use slogans to introduce themselves, their products or their services to the public through advertisements and special promotions. In order for a slogan to be successful in representing a company or institution, it must connect with the public in two important areas: it must be understood by the consumer and be readily associated with the particular brand it represents. Stewart and Clark (2007) stated that “Slogans can be an effective advertising tool for many reasons. This study found that slogans are most effective when they are geared toward a specific audience. A comparison of Xavier University's current promotional slogan, "The Power of X," with an alternative slogan, "Musketeer Loyalty, Jesuit Thinking," shows that different slogans have the desired positive impact on different people. When consumers can comprehend the concepts in a slogan, a more complex slogan is effective; however, when consumers do not comprehend difficult concepts, our results suggest that a simpler slogan might be more effective. In addition, comprehension of the words in a slogan is also important in creating positive social comparisons and promoting relationship between organizations, products, and consumers. Further research into the effectiveness of slogans when difficult concepts are defined for consumers versus when they must comprehend them on their own is warranted.” (OregonLive.com, 1999) claimed that “Leaving aside all libidinous commutations which have perennial appeal to the youthful, it captures an attitude. When there is a task to be undertaken, today's students want to get involved immediately, and are easily bored and distracted with a preliminary workup which they may consider to be too theoretical. Asia Pacific Media Educator (1996) .In an age of almost infinite access to information, the storing in one's memory of discrete bits of information is not an efficient strategy for success. The memorization of facts, formula, and mnemonics are skills which, while essential for learning in the Middle Ages when books were rare, and useful after the advent of the Age of Print, are seen as boring irrelevancies to a generation which expects instant response at the click of a mouse. Just as expensive inventories and storage costs are minimized in modem manufacturing by the "just in time" delivery, so in teaching and learning today, the information has to be delivered in a palatable and assailable form just when it is required. In short, with the current generation, there seems to be less Willingness to be patient than pertained with former generations. And not even a journalism educator IS expected to teach patience to this generation!” In a word, slogan has a great effect in the consumer’s behavior. And slogan also represents the brand.
Peters, Jeremy W. (2009) stated that “Together, Nike and Wieden+Kennedy have created many print and television ads and the agency continues to be Nike's primary today. It was agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th century, and the campaign has been enshrined in the Smithsonian Institution. San Franciscan Walt Stack was featured in Nike's first "Just Do It" advertisement that debuted on July 1, 1988. Wieden credits the inspiration for the slogan to "Let’s do it", the last words spoken by Gary Gilmore before he was executed” Kasky V（2002）claimed that “Nike's marketing strategy is an important component of the company's success. Nike is positioned as a...