This past weekend, as I watched a few football games on television, I became fascinated with the taglines of the commercials.  Normally, I ignore the incessant non-stop ads that relentlessly plug their respective product or service.  But this weekend, I took another approach.

I made note of the taglines of each commercial.  You know the quick, concise, short phrase or slogan that sums up a company’s values and mission, all while seeking to make an emotional connection with you, the consumer.  The tagline is a not-so-subtle way of manipulating the consumer’s perception of a company and their product.

Don’t think taglines have such an effect?  What companies come to mind when you hear…

Just do it.

Good to the last drop.

Melts in your mouth, not in your hands.

Who among us didn’t immediately think of Nike, Maxwell House Coffee, and M& M’s?  And why do I now have a sudden urge for chocolate?

Slogans help a brand name get noticed and, more importantly, remembered. In other words, these taglines communicate a message — buy this product because…

But on this particular Saturday, what fascinated me about commercial taglines was the approach they took to appeal to the consumer.  More specifically, I asked myself, was the ad, and their tagline, appealing to my virtues or my vices? For me, my perception of a company and whether or not I had any interest in being one of their customers depended on the nature of their appeal.

Which taglines impressed me?  Here are a few that elevated their brand by appealing to that which is good, true, or beautiful.

“Build for what lies ahead.” (Brighthouse Financial)

“No dents or scratches, only memories.” (Jeep)

“Power of Sanctuary.” (Lincoln Navigator)

“Quality Never Goes Out of Style.”  (Levi Jeans)

“Let’s Create.”  (IBM)

Yet there were other taglines that appealed to our vices, or worse — one’s darker side.

“Keep it twisted.” (Twisted Iced Tea)

“It’s in Our Blood.” (Mortal Kombat)

“Pleasure is the Path to Joy.”  (Häagen-Dazs)

“You Rule.”  (Burger King)

Companies often use taglines to create a lasting impression on consumers without mentioning a product or service they offer. And while I may never buy a Jeep or Lincoln Navigator, my positive impression of them has been influenced by their appeal to the best within me.  

One thing is for sure.  I will never buy Twisted Iced Tea.