Informative Essay About Advertisement and Slogans Essay

In 1970, the New York propagation has published an advertisement for a book with the final rating It is the Real Thing , a catchword generally intentd by the Coca-Cola guild in presenting their product. This situation arouses the question whether it is infringement or non using this theme for the diary of a Harlem Schoolteacher by Jim Haskins. This essay depart contain arguments against the achievable action to use this theme. On the one hand there constantly is a connector between company and its marketing slogans and on the other hand these slogans are important and valuable for companies in brand-building and marketing.There always is a certain corporation between a company or product and its useful slogans. If sight think of the sentence Its the real thing most of them must think unwillingly of the caffeinated take in Coca-Cola. Advertisements using this slogan have been shown regularly on TV, in magazines, on posters or even on radio for many years, always connected with the Coca-Cola Company. In this way this connection enters the subconscious of many bulk. It is possible that feelings can be involved with this connection or maybe there are good experiences, which people are sharing when they read or hear this word order.Its the Real Thing has rifle part of our cultural vocabulary and this is why no other products would better fit to that slogan than Coca-Cola. That connection can non be broken. As you can see there always will be a connection between a company and its product and their slogans. Slogans and catchphrases are very important and valuable for companies in brand-building and marketing. The intellectual why companies trademark their fictive and catchy sentences is that they can be sure that there will not be another firm, which could use those slogans for its advertisements.This shows that slogans can play a huge role in marketing a product. They represent the product and stand for the work quality of a company and people will refer to slogans. If a companys product shows quality and simultaneously offers a catchy and creative slogan, there would be automatically a brand-building of that company. Mr. Herbert, an executive of the Coca-Cola company, thinks if the real thing would be used by another company, it would dilute the distinctiveness of the trade slogan and diminish its effectiveness and value as an advertizement and merchandising tool (Herbert).He feels it necessary to have the assurance that only the Coca-Cola company has the right to use this signature saying. In the end it becomes clear that slogans are important and valuable for companies in brand-building and marketing. In conclusion, this mark slogan cannot be used in advertising another product than drinks of Coca-Cola. Slogans are important in connecting the product with the people and they are also valuable for companies in brand-building and marketing and this is why Groove root on must discontinue the use of Its the real thing.