Slogan- 2015 Kia Soul: The Spirit of Soul, can you dig it?

Slogans are used to convey a message about the product, service or cause that it is representing. It can have a musical tone to it or written as a song. Slogans are often used to capture the attention of the audience it is trying to reach. If the slogan is used for commercial purposes, often it is written to be memorable and/or catchy in order for a consumer to associate the slogan with the product it is representing. Slogans should catch the audience's attention and influence the consumer's thoughts on what to purchase. The slogan is often used by companies to affect the way consumers view their product compared to others. Slogans can also provide information about the product, service or cause it is advertising. The language used in the slogans is essential to the message it wants to convey. I have decided to go with a slogan that is going to give the advertisement a sort of "1970's" vibe.

"The Spirit of Soul, can you dig it?"

The slogan is referencing the height of the "soul" culture, the 70's. This was a time when Black culture was really taking off, really for the first time in this country. Before the 70's, being Black was not cool, but suddenly there were Black movies, clothing, afros and of course, music. It was cool, and it was soulful. This cultural excitement and hip vibe is what I am going to use for my Kia Soul advertisement.

The Kia Soul is all about hip, urban culture, and being cool. That is the target market the car was intended for, and I think this ad also appeals to the same market. Branding it that way is essential to selling the product. The key is to be engaging, as stated in Advertising by Design: Generating and Designing Creative Ideas Across Media.

“In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group)” (pg. 49).

 This slogan is meant to convey a feeling of depth with the "soul" aspect, and also a slight music edge. Since this is a youthful car, you want to connect to a younger audience through upbeat and catchy songs that they will remember. By linking the word soul also to the fun and funky 1970's, you can also catch the attention of an older audience, as an additional benefit.

 To properly convey the look, feel and music of the campaign properly, I believe that the proper way to give weight to the advertisement would be to conceptualize it into a television commercial format. In my opinion, you have to be able to hear the music, and really feel it, if you want the consumer to be able to get into the "Spirit of Soul."

The creation of an ad can happen in any number of ways. Some people think in words. Ad great George Lois recommends writing first. Others think in images. Still others are switch hitters. It really does not matter which comes first, as long as both line and visual work synergistically and are based on a solid idea. (96)