Scenario 11-3
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner.Music plays in the background.The words "You Probably Know This.Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen.The litmus paper is removed, and it has turned a dark blue-green color."You Probably Know This.The Darker, The Harsher" is then superimposed.A series of cuts reveals litmus paper being lowered onto different bars of wet soap.In each case, the strip turns a dark color.The brand name of each bar of soap is superimposed underneath.Finally, litmus paper is lowered onto a bar of Ivory soap.The paper remains yellow.Three superimpositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."
-(Scenario 11-3) The superimposed words that end the spot -- "Ivory is Mildest.Bar none" -- could be considered Ivory's slogan.What is an important function of a slogan such as this?
A)to provide unity and order to the ad
B)to motivate the viewer to buy
C)to increase memorability of the key benefit of the brand
D)to entertain or amuse the viewer

Question

Quizplus · Accepted Answer

The primary function of a slogan is to increase the memorability of the key benefit of the brand, which in this case is Ivory soap being the mildest. It is meant to stick in the viewer's mind and make them more likely to choose Ivory soap over other brands. While a slogan can also provide unity and order to the ad, motivate the viewer to buy, or entertain them, these are secondary functions.

Scenario 11-3 A 30-Second TV Spot Begins with a Strip of Yellow