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.

→ end article preview
Read the Full Article