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Issue 5/2008, February 28 2008 (No. 255)

        
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THE DAILY GROOVE
ISSUE 005-08:
SLOGANS (25)


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Some weeks ago I saw posters of a chain department store on which were pictures of young people who were apparently being on a spending spree. On one poster a young woman was shown who had a big red shopping bag in her hands. The English word 'sale' was written in very big capital letters on that bag. Below that word the German borrowed word 'reduziert' was written in square brackets. To the right of those words there was a big percent sign. To the right of the woman was the slogan 'Make savings with a sense of style and up to 50 %'.
 
It was announced in four different ways that special offers were available at the department store ('sale', 'reduziert', percent sign and the slogan 'Make savings with a sense of style and up to 50 %'). Three different languages were used, namely English, German and a symolic sign (%).
 
Advertising poster of a department store
 
Advertising poster of a department store
 
An other channel of communication was the body language of the depicted woman. She seemed to be very enthusiastic about the bargain which she had got and put into the big bag. That also seemed to be the reason why she was apparently runnig through the poster and finally perhaps jumping out of it.
 
The clothes, which the young woman was wearing, were quite stylish. The colours of her pullover, her gloves and her cap went well together because white was a dominant colour.
 
Advertising poster of a department store
 
Advertising poster of a department store
 
That arrangement was apparently designed to get people to believe that a person, who gets a bargain, can have good taste nevertheless.
 
A young man with a similar well-groomed appearance was shown on an other poster of the chain department store. He also seemed to be in ecstasy and to jump out of the poster.
(My wife Christine helped me to translate the text. Thanks.I also thank Jürgen Dierking, because he helped me to translate the advertising slogan.)

Please also read Slogans (24)

Charlie Dittmeier is at present reporting on a completely different publicity campaign. The Spotlight Festival is taking place in Cambodia at the moment. It is the aim of the festival to stress the abilities of disabled people.

The international poster organisation Loesje has started a project to train young people from all over Europe and Asia in how to organise and coordinate information campaigns about the Millennium Development Goals. These goals are set by the United Nations to fight poverty and to improve living standards world wide.

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Next issue 'The Daily Groove'
on Monday, March 17 2008


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