The tag lines of many commercials carry both explicit and implicit assumptions about the roles women are expected to play in the male-dominant society we live in.
The gender bias is not limited to the tag lines employed explicitly for women or the pictorial images used along with the tags, but are also reflected through the use of tags that address men.
The tag line of Omore Icecream: chocolate temptation that states: 'Nothing but Chocolate' along with the seductive picture of a female model, seems to promote the same nonhuman image of women, equating them with eatables, like chocolate.
The tag line of Skin White Goat Milk Whitening Soap, for instance, makes the claim: 'sar se paau~ tak goray pan ke liye
Whether it is the tag line of Al-Karam Lawn, which states: 'She's got the look
Then over time, the tag line can evolve or change as long as the verbiage remains tree to the brand.
I'll illustrate with arguably the most famous tag line on the planet, Nike's expression of Just Do It.
So here's the guideline: A brand positioning can be expressed verbatim as a tag line, but a tag line is not usually the brand positioning unless it is a direct lift from the positioning statement.
Occasionally refreshing the tag line is not a bad thing.
By hiring a consultant who used the fixed-sum preference scale for words and ultimately a tag line, we were able to developed a tag line that was clearly the favorite of the entire group.
Because the word leadership tested well in both groups, its inclusion in the final tag line is no surprise.
When developing a tag line, use the following exercises: