A slogan, as we all know, is a motto or phrase that is used in a political, commercial, religious, and other context as a repetitive expression of an idea or purpose. So, in Marketing is important that a company creates a good slogan, so it is easy that customers remember the brand that is associated to some slogan. It is often that companies gain the sympathy of their target or consumers in general by their slogan. 

A group of cientists discovered how to make the perfect slogans. The group is composed by: Cristian Danescu-Niculescu-Mizil, Justin Cheng, Jon Kleinberg and Lillian Lee. They started with analysing sentences from a thousand of movies, from the site for technical information about film titles. From the research analyzed, they found that sentences with personal pronouns and indefinite articles are most striking, and therefore memorable, because they create a sense of closeness during speech. Conjugated verbs in the past used to identify specific events, while the present tense are useful to translate more general concepts.

Scientists have not resorted to speeches of famous people. They rather prefer phrases recognized in pop culture. Their research was separated in two different types of citations: sentences with changes in meaning or sound changes, and phrases with more general ideas.

 The phrase "Half a million dollars will always be missed", from the movie "Jackie Brown" by Quentin Tarantino, transmites the idea of breaking, of contradiction, say scientists cited by Brazilian Exam. Since the phrase "A long time ago in a galaxy far, far away", from the movie Star Wars saga, George Lucas, gives a general idea, which can be recalled in other situations.

Scientists explain, for example, the characters of the movies with accents or funny lines are most remembered, especially if the phrases can be used in other contexts. Moreover, as the characters of the director Lucas customizing are suitable for signatures of marks, with broader meaning. 

As examples of great slogans, in my opinion, I can show: 

"M&M:Melts in Your Mouth, Not in Your Hand"

"NIKE: JUST DO IT"

"VOLKWSAGEN: Think Small"

"YELLOW PAGES: Let your fingers do the walking"

"BURGER KING: Do it your way"

"THE INDEPENDENT: It is. are you?"

"KIT KAT: Have your break. Have a kit kat"

Inês Pereira