So, What’s The Difference Between A Headline, Strapline, Tagline And Slogan?
Have you ever wondered about the difference between title, title, tagline and tagline? The short answer is:
Read: what is a strapAnd this is why I write about the difference between subject line, intro, intro and tagline.A friend who worked as an advertising agency under her for many years recently had an interview at a design agency. “Designers speak a different language,” she commented. “I know,” I replied, “they say ‘strap’ instead of ‘title’.” I don’t know how and why this difference occurs. Maybe people get confused because headlines, headlines (Americans – and designers – often call them “intro lines”), and taglines, are usually short and sweet. I’ve worked with many design and branding firms over the years and Single Point has worked for me like nails running down a blackboard (if such a thing is used today?) As for the slogan, it’s a completely different animal. Let me explain in detail….What is the title?The headline is specific to an ad’s single story, it must promise a real benefit or have convincing power. It has to engage the reader and capture their interest enough with the power of a temptress to draw them in. Because if the title isn’t appealing, the copy underneath certainly won’t. (After all, no one reads body content.)
Read more: What to eat with hot bread A headline says a lot in as few words as possible. This is not always the case: consider this 16-word masterpiece by David Ogilvy.
And sometimes an ad says it all – without a headline at all.
What is a strap?The company strap is a permanent property and will be legally registered as a property of the company. (If you’re calling the “headline” a “strap” or worse still a “strap,” is that hopefully because you work in a newspaper or magazine?) A line that summarizes the essence of a brand or company. It doesn’t just describe what the product does; it should encapsulate what the company stands for, its values and personality. It should be short enough to be remembered and memorable enough to stand the test of time – always a sign of a successful mindset. It’s no surprise that Avis revived the excellent 1962 line “We strive for more” in 2014 after dropping it just two years earlier.
It should position the company in the context of its competitors and in the minds of consumers – lines like Apple’s “Think Different” and L’Oréal’s “Because you’re worth it” have appeal. leads because they say something valuable, aspirational, and inspire some of the best consumers that have been around for years. “Never knowingly sell under” has underpin everything John Lewis stands for since 1925; It is difficult even to remember what even Nike used before creating “Just do it” in 1988. The Nike line has become synonymous with the brand and what it stands for, the advertisements even no need to carry it anymore.
Read: What is a Strap Some bands are simply dazzling, such as De Beers “A diamond is forever” and “Rare but good” by Imperial Leather and “Connecting People” by Nokia, You wish you were on the field. And some have double prizes by cleverly adding the company name, such as “Mom went to Iceland” or “You can do it when you B&Q it”. The usual reason is that brands cannot be bound by a simple phrase; reality is something else. Over time, it has become increasingly difficult to write new and unique lines that are meaningful and relevant to certain commercial activities, to a wide range of consumers, through a number of communication channels. Witness the esoteric nonsense of most car brands’ straps (Mercedes – “Best of Nothing”; Ford – “Going Further”) and how often they change! But if you get it right, it’s awesome and it works. Uber is “Everybody’s Private Driver” and with Airbnb you can “Belong to Anywhere”. Read more: All about structure leading up to in English I wish I had written that.What is the slogan?Slogans can be a number of things. They may be former titles or titles that have become popular beyond the commercial scope and have a long lifespan as a popular idiomatic phrase. Have you ever heard someone say “It does exactly what it says on the tin”? At the company, we nicknamed a wealthy housemate our “flexible friend.” And, am I the only one who gets a bit tired when people look me in the eye, show me how it all worked out, and leave with a smug “simple” ringing in my ears? Slogans are also fun, catchy phrases that appear on t-shirts, stickers, and badges. Remember Katharine Hamnett’s 1984 t-shirt declaring her opposition to the placement of American missiles in the UK and her “Choose Life” t-shirt worn by Wham!?
In their original form, slogans were also head-scratches that appeared at the end of a contest. Today, the rules of the game state that victory cannot depend on skill – the winner must be chosen at random. But there was a time when lots of prizes were awarded to you if you could complete a phrase in 10 words or less. How lucky you are if you can succeed with a clever rhyme. Believe me, I tried. I was not successful.SummaryTo wrap up – the ultimate quick guide to the difference between headlines, intros, intros, and taglines: The headline is at the top of an ad or brochure. An intro/tagline at the bottom, near the logo. And a catchphrase that appears in a tie-tie contest or on a t-shirt. Homely!
Written by Caroline Gibson, freelance copywriter who can write award-winning headlines and titles but has never won an award in a tiebreaker..E: [email protected] T : +44 (0) 7957 567766P.S. Follow on TwitterRead more: The Ultimate Guide to Building Submissions [Template] | Top Q&A
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