The Art and Science of the Advertising Slogan
by Timothy R. V. Foster

Slogan nomenclature. What's what, where?

In the UK, they are...

end lines, endlines or straplines.

In the USA, they are...

tags, tag lines or taglines.

In Germany, they are...


In Belgium, they are...


In France, they are...


In the Netherlands and Italy, they are...

pay-offs or payoffs.

To the unimaginative, they are...

rip-offs or ripoffs. The bland leading the bland.

Generically, they are...


At, we call 'em...

slogos (the slogan by the logo).

They are often...

UK Trade Marks

US Trademarks


US Service Marks


UK Registered Trade Marks


US Registered Trademarks

And the same sort of thing in the rest of the world.

And what about...

Copyright? Click UK or US for more information.

What else are they called?

Please e-mail us at with your revelations.

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