The crisis makes headlines
Advertising slogans in times of crisis: According to the latest advertising trends study, copy is currently being written with more of a "we" feeling, more English and more artificial words.
Advertising slogans in times of crisis: According to the latest advertising trends study, copy is currently being written with more of a "we" feeling, more English and more artificial words.
For their latest study, representatives of the German Trend Office and the online platform Slogans.de examined 5196 newly introduced advertising claims. The result is the realization that in times of crisis, branded goods manufacturers are focusing their advertising language across all sectors on conveying a sense of community, high quality, performance and optimism. As a result, the "we" is currently gaining ground as a principle for success in slogan language. Words such as "Together" have increased significantly in 2008 compared to previous years. The English language is also increasingly finding its way back into advertising jargon: the word "We" is among the 15 most frequently used terms in German claims for the first time this year.
In addition, advertising today makes significantly more promises of quality. "Clear information is on the rise," Inga Wermuth, founder and managing director of Slogans.de, told Werben & Verkaufen. After the extremes of "stinginess is cool" and a luxurious premium image, there is now a return to pure value-for-money promises.
For their latest study, representatives of the German Trend Office and the online platform Slogans.de examined 5196 newly introduced advertising claims. The result is the realization that in times of crisis, branded goods manufacturers are focusing their advertising language across all sectors on conveying a sense of community, high quality, performance and optimism. As a result, the "we" is currently gaining ground as a principle for success in slogan language. Words such as "Together" have increased significantly in 2008 compared to previous years. The English language is also increasingly finding its way back into advertising jargon: the word "We" is among the 15 most frequently used terms in German claims for the first time this year.
In addition, advertising today makes significantly more promises of quality. "Clear information is on the rise," Inga Wermuth, founder and managing director of Slogans.de, told Werben & Verkaufen. After the extremes of "stinginess is cool" and a luxurious premium image, there is now a return to pure value-for-money promises.
