ESLOGAN: THE ART OF PERSUADE

Any unidirectional communication process (a sender that sends a message to a receiver through a means of communication) acquires in advertising special characteristics, arising from the need to ensure above all the receiver's response in the intended sense , as it is the acquisition of a product, a favorable attitude towards an institution, or another. Therefore, it is the case of advertising, rather than communication and information, it is convenient to talk about persuasion.

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The evolution of advertising techniques Look for communicative efficiency. And in a society like the current one, not only does it have to reach the public, but it must do so immediately. That is why in advertising the use of a concise, brief, direct and lively language has been generalized, specifying in an important or memorable phrase or phrase what is intended to be said. This word or phrase due to the role it plays when persuading to decide on the purchase of a product is known as a slogan.

The text of the slogans, despite its apparent simplicity, is the result of a careful process in which, together with the characteristics of the product and the market segment to which it is addressed, find the argument capable of offering a reason for its acquisition.

In this sense, the advertising editor uses resources such as metaphors, reiterations, sounds, etc., which best contributes to a beautiful and striking phrase.

The slogan is aimed at an audience that receives a large amount of information every day, so it should draw attention not only for its creativity but also for its adaptation to the time and lifestyle of the Target.

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These are used as promoters for the sale of magazines, perfumes, soft drinks, detergents, etc. Without forgetting that they continue to elaborate an announcement that as the only argument they offer the categorical affirmation of their supposed qualities.

With these and other resources, advertising aims to reach each consumer to record that phrase, which is even supported by a sticky melody that helps to understand, that without that product can never be a successful person, ideal lover or just a beautiful lady or a happy young