Ever since I became a PR major, I constantly catch myself assessing every advertisement or corporate message that I see. Sometimes I find myself at the end of a commercial saying, “Really?”. Then again sometimes I am blown away at how “sticky” a message is.
One example of a good message that I’ve seen is the Allstate Insurance slogan, “Are you in good hands?” I think it’s good because it makes you question your current insurance provider, while subtly telling you that Allstate WILL put you in good hands.
Some of the worst messages I’ve seen are the “magic” diet pill commercials. Hydroxycut, Rip-Fire, etc. Their commercials have lost all credibility because the average viewer knows how to spot a photoshopped picture. And apparently, these pills also make you ultra-tan, and whiten your teeth (or so the commercial shows it).
The stickiest messages are those that are short, sweet, and to the point. The shorter and more concrete your message, the more people will remember it. Some examples of this are Nike’s, “Just Do It.” and Bud Light’s, “Here We Go!”. Some messages (usually fast food restaurants) have a short jingle in the background. I believe this increases the stickiness as well, since I constantly here people humming these short tunes.