Sweet Memories revived

An inescapable fact of life is advertising slogans; TV commercials in particular, have become very suave at conveying their messages. However sometimes the viewer is often left wondering what is the actual connection to the product that is being advertised.

For example today’s Guinness commercials are a far cry from the old posters featuring a horse and cart being carried by a farmer, with the slogan “Guinness For Strength”.

Now the use of digital wizardry has become the advertisers dream come true. Because whatever they think up in their imagination can be recreated on the screen.

The advertising industry spends close to “twenty million pounds” a year, sending brand messages and slogans to the consumer.

Advertising experts believe that a growing trend in the advertising industry is the revival of old catchphrases.

The brand design consultancy company Elmwood in Leeds says, this approach to advertising is referred to as “contemporary nostalgia”.

The company explains that, people have more worries these days and they now look back on what they see as the good old days. This may go on to explain why the relaunch of the Mini was so successful, as it is associated with the past.

And this could be a factor as to why Mars has announced the revival of its catchphrase “work, rest and play” after a 13-year break.

The confectionery giant first used the catchphrase in1959, however the up-dated catchphrase will drop the “and” to give it a more contemporary feel.

In today’s advertising industry it is harder to get the consumers attention and get the message across, as they are exposed to around 1,500 adverts per day.

Adverts come in all different forms including billboards, TV, Radio, magazines and increasingly on the Internet.

A brand has to be strong enough to trigger recognition in consumers, as they are already being continuously bombarded with advertisements.

The use of old slogans is the easiest and fastest way to strike that instant chord in the commercial market.

Source:

Yorkshire Evening Post

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