Has your advertising slogan got ‘it’?

Make “it” interesting, make “it” resonate, and we will share “it.” Thanks, Word Jazz, for an engaging read.

Word Jazz

ImageHave you noticed that, in the world of branding, there’s a lot of it about?

By which I mean, of course, the pronoun ‘it’ – the gender neutral, third person pronoun that can stand for just about anything.

Take, for example, Jaguar’s ‘Don’t dream it, drive it’ or L’Oréal’s ‘Because you’re worth it’. Or how about EA Sports’ ‘It’s in the game’. ‘It’ clearly gets around a lot.

But what’s it all about?

At its most basic, ‘it’ can be used as what linguistics call an anaphor, used to refer to something that’s already been introduced. For example:

Ronseal. It does exactly what it says on the tin.
VISA. It’s everywhere you want it to be.
American Express. Don’t leave home without it.
Red Bull. It gives you wings.

Other times, ‘it’ can be used to refer to that culturally-conventional concept of ‘desirability’, ‘sex appeal’ or ‘X-factor’…

View original post 379 more words

Advertisements

Share your thoughts

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s