Emotional advertising taglines. Inspire interest. Increase sales.
There’s a reason companies use emotion in their slogans.
It sells for them, and it might just sell for your business too.
One of the most popular emotive slogans of all time would have to be Nike’s Just do it. It’s emotive because it inspires motivation and empowerment, and yet, makes absolutely no reference to sportswear or sport’s shoes.
Perhaps you want people to feel their own emotional connection to your brand too?
If so, read on, because we’re going to explain exactly what an emotive business slogan is, as well as provide you with some invaluable, mistake-busting tips related to emotive taglines.
What is an emotive business slogan?
An emotive business slogan is one where the slogan creates a certain feeling in people. Unlike a descriptive slogan, it doesn’t describe what your product or service is, it conveys how customers will feel if they use your product or service.
Example of a company tagline that create a feeling
Emotive slogan: Go forth
Levis specialise in jeans, but have a look at one of their previous ads, below. The ad doesn’t mention the word ‘jeans’ even once, rather, it’s filled with emotive language. The reader may feel a sense of urgency, that time is running out, that they must go forth and do what they always wanted to do.
To be free.
Considering having an emotive slogan? Here are some tips.
Tip 1: Consider if an emotive slogan is the most effective slogan for you
The companies that use emotive slogans can generally invest vast sums of money in advertising, and most specifically, in awareness campaigns. This means they’re not trying to educate you about who they are, what they offer, and why they’re different; they’re just reminding you they’re still around. In other words, they want to create what’s known as ‘top of mind awareness’.
Some of the industries that love using emotive slogans:
- Sportswear retailers
- Prestige watches
Here’s another sport’s wear brand, New Balance, that once touted this emotive slogan in their ad: Run fearlessly. Sacrifice nothing.
Small businesses can have emotive slogans too though.
Slogan Creator co-wrote the below emotive slogan with the business owner, Ky Furneaux. Ky is a Hollywood stuntwoman and TV personality. She wanted people to feel there were no ceilings when achieving their goals.
As you can see, Ky, along with her brand designer (Shona Creative) created a logo that allowed enough wording to convey what she practically offered, as well as what you’d feel if you hired her.
The term, ‘Lose your limits’ can make you feel excited, empowered, exhilarated.
So to sum up this point, just consider if creating a feeling is the most persuasive way to sell your business. It’s possible that a descriptive or a creative and catchy slogan might serve you better.
Tip 2. Capture a coveted feeling
Consider the ideal feeling/s your customer wants to feel, and convey that feeling in your business slogan, as illustrated by the below tagline for a coffee company.
Emotive slogan: Escape the daily grind
Company: Gloria Jeans
We love the Gloria Jeans slogan because it’s both emotive and creative, with the double meaning/pun on the word ‘grind’.
This slogan spells out the fact that you can escape the shackles of everyday drudgery in order to float into the mouth-watering world of their wafting coffee.
Tip 3. Only write about feelings that are real and relevant
Always be accurate about your promise.
For example, if the slogan for Slogan Creator was ‘Be free’, it wouldn’t make much sense unless we specifically and solely worked with clients trapped in boxes.
Because, how do our services make people feel free? Sure, it will free up some initial time, but overall, freedom is not what we sell. We sell a slogan-writing skill that helps to boost business. So, what emotion would our customers feel? Relief. Excitement. But freedom? not so much.
In an emotive nutshell
Emotive business slogans can prompt people to desire your product or service because they want to experience the feelings and emotions that your product or service can give them.
While a feeling-driven advertising slogan is not suitable for every business, it might just be suitable for yours. If it is, enjoy the benefits!
List of past and present emotive slogans from businesses/companies around the world
Some of these slogans won’t seem overtly emotive. For example, “Breakfast of champions” is stating that Wheaties is the breakfast of elite sport stars, and is quite different to Nike’s Just do it. However, by making such a statement, they want people to feel that they too will be champions if they eat Wheaties.
Also, some of these slogans are not just emotive, they employ other slogan devices as well, including being descriptive, creative and brand-recognisable. Enjoy!
Breakfast of champions – Wheaties
Coke adds life – Coke
Colgate ring of confidence – Colgate
Come alive – You’re in a Pepsi generation – Pepsi
Escape the daily grind – Gloria Jeans
Have a coke and a smile – Coke
How do you feel? I feel like a Tooheys – Tooheys beer
If you want to get ahead, get a hat. The Hat Council
Instruments of the immortals – Steinway Pianos
Just do it – Nike
Feel the difference – Ford
On top of the world – Delta airlines
The luxury of freedom – Dior
Beautiful people – Dim
Escape the ordinary – Finnair
Today, time begins – Graaff
Be a pioneer – Greenland
The power of dreams – Honda
Don’t dream it. Drive it. – Jaguar
There are some things money can’t buy. For everything else, there’s Mastercard. – Mastercard
Even at sea level you can feel on top of the world. – Oyster yachts.
Motion and emotion – Peugeot
Choose your own destiny – Radiance
It’s time for a renaissance – Renaissance Hotels
Distinctly above it all – Reynolds Mountain
Perpetual spirit – Rolex
Move your mind – Saab
Spend a third of your time in first class – Savoir beds
Escape to reality – Science Museum London
Sharpens your thinking – Sheffield Hallam University
Fuel the fun – Skippy peanut butter
From www to zzz – sleeproom.com
Be there – Smirnoff
Travel in peace – Airbus Industrie
Immerse yourself – Wildlife and culture holidays
Feel every word – Waterstone’s (bookshop)
For life – Volvo
Be part of the time – The Times
Keep discovering – Emirates
Enjoy the journey – Qantas
Luxury liberated – Chrysler
Grab life by the horns – Dodge
Love the road – Hertz