Business Communication Ms. Terri Yueh MARI LEA AUSTRIA F98170103 Slogans – ANALYSISAND INTERPRETATION
OUTLINE • Disneyland – Amusement Part • Apple – Electronic gadgets • BMW – Vehicles • Wal-Mart – Supermarket • Burger King – Restaurant
DisneylandThe Happiest Place on Earth • The slogan fits well with the image of the Disney company and the park. • It is also fitting for the target customers – children and families. • It tell us that this is the place to go when you want to be happy and everyone wants that.
AppleThink Different. • It is a response to a renown slogan of IBM – “Think.” • The line is short and simple but creates an impact in the reader because it poses a challenge or dare. • It tells us that it (Apple) is the new IBM. It is something different and better than the previous. IBM Think slogan in the 1930s
BMWThe Ultimate Driving Machine • A pun of the famous line – ultimate killing machine - which gives the brand a tough and cool image. • As the ultimate machine, it aligns with the image of BMW as an elite brand, so if you have it you are elite too. • It tells us this (BMW) is the best one (car) out there.
Wal-MartAlways low prices. Always. • It is very attractive for customers since price is a major factor in shopping habits. • However, putting so much focus on the price might give the impression that other factors like quality might be low. • It tells us that Wal-Mart will surely have low priced goods.
Burger KingHave It Your Way • It makes customers feel that they are top priority and whatever they want is followed. • There are too many taste preferences so the slogan makes it general, an answer to all. • This might lead people to think that BK has no style of its own. • It tells us that however you want your food (to taste), Burger King will serve it. But, we know this might not be the case in reality.
REFERENCES • Image were taken from the following websites: • http://farm3.static.flickr.com/2254/2286518495_0271d58984.jpg?v=0 • http://passionsofazealot.files.wordpress.com/2008/06/walmart-logo-thumb.jpg • http://www.namedevelopment.com/blog/archives/bmw-udm.png • http://www.inc.com/multimedia/slideshows/content/the-10-best-slogans-of-all-time_pagen_1.html • http://www-03.ibm.com/ibm/history/exhibits/vintage/vintage_4506VV2024.html • http://www.astana-cyclingteam.com/special_features/images/disneyland.jpg