‘You are in a beauty contest every day of your life’.
A successful advertising slogan, defined as ‘a short and striking or memorable phrase used in advertising’ can exert a powerful influence over us. The importance of a company’s slogan is apparent in their market value. ‘Brands’, which include a company’s name, logo and slogan, are considered extremely valuable corporate assets, and can make up much of a business’s total value – sometimes the brand is more highly prized than its actual products.
Slogans like ‘Maybe she’s born with it. Maybe it’s Maybelline’, ‘You are in a beauty contest every day of your life’, or ‘Because you’re worth it’ are not only memorable, but make a clear association between daily product usage and self worth.
But what exactly is ‘it’ that you are supposedly ‘worth’?