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Advertising Basics

Posted by ankush1982 on 8/20/2006 at 5:23 AM ET 125 Points

What is the difference between Punchline, Baseline & Slogans?

Posted by adguru on 8/20/2006 at 5:36 AM Member

a PUNCHLINE is more to with the ending of a joke... It's used interchangably in advertiisng and marcomm...

a SLOGAN is a phrase used as an extension of a brand name.. or the emotion/feeling the brand anticipates the user would feel when using the brand

a BASELINE is a technical term to set guidelines... commonly mistakenly used in advertising.... It means different things in different fields...

cheers
Posted by MANSING on 8/22/2006 at 1:35 PM Member

Hi there!!

Let’s start with basic definition:

• Punch line: The point of a joke or humorous story; Synonyms: laugh line, gag line, tag line; A punch line is the final part of a joke, usually the word, sentence or exchange of sentences which is intended to be funny and to provoke laughter from listeners. A man walks into a bar with a duck under his arm. The bartender asks: "Hey, where did you find the pig?"

• Baseline: A line serving as a basis; Developmental Baseline: state of work products amid development; others, based upon proprietary business practices

• Slogan: A phrase expressing the aims or nature of an enterprise, organization, or candidate; a motto ; a favourite saying;

I hope this will help!

Regards,

M Bhor
Posted by nosheenjacob on 8/23/2006 at 6:48 AM Accepted

Technically speaking, I suppose both of the answers above hold true. However, in advertising slang, a lot of times these terms are used interchangeably. Mostly, how I, as a copywriter and the people around me have used these terms:

Punchline: That unexpected, witty line at the end of a TV commercial that takes the viewer by surprise. One would suppose that's why it's called a punchline.

Slogan: Is that one line that encompasses your USP, used across the board in all media

Baseline: A line that you put at the end of a print ad that sums up your whole argument, could be a call for action.

A lot of times, though, Slogan and Baseline are used interchangeably.

But then again, this is how we refer to these terms in our setup. Elsewhere, I don't know.

Nosheen
Posted by ozdesign on 8/24/2006 at 8:41 PM Member

In an advertising sense there is effectively, little or no difference.

I've heard a tag line / slogan called a "punch line", but it's not common. Traditional use is as Nosheen describes.

But it might be desirable to have your slogan/tag line/base line as the punch line of the ad!

Hope this helps.

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