Careful, Smarty Mouth  Can a slogan be too clever? Maybe, maybe not.
Puns and plays on words with multiple meanings frequently appear in advertisements: "The Clear Alternative" for a mobile phone company; "Don't Treat Your Puppy Like a Dog" from a pet food manufacturer; or "Something Special in the Air" by an airline.
Such "polysemous" slogans can be interpreted several ways. The slogan for a tax preparation service—"You Get More In Return"—could mean that customers get more from the service, or that they'll get more bucks back from You-Know-Who. Likewise, an insurance company slogan—"Safe Drivers Get It"—could be interpreted in, well, a multiplicity of ways.
WORD OF CAUTION: Researchers at Georgetown University and the University of Washington found that some people are better than others at understanding slogans with several meanings. Being a bit too clever might lose you some prospects.
REASSURANCE: Surprisingly, however, the degree of understanding doesn't necessarily impact how consumers respond to a catchphrase. In fact, consumers who didn’t get the joke often liked the slogan more than consumers who got all the meanings. Go figure.
The Po!nt: Creative wordplay can improve an advertising campaign. It may be advantageous to consider slogans with multiple meanings, even if everyone doesn't understand all the possible layers of the pun.
Source: "Consumer Response to Polysemous Brand Slogans" by Claudiu V. Dimofte and Richard F. Yalch. Journal of Consumer Research, 2007. Read the entire article here.
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