Scenario 11-3
A 30-second TV spot for Ivory Soap begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner. Music plays in the background. The words "You Probably Know This-Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. "You Probably Know This-The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper remains yellow. Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none."
-(Scenario 11-3)The superimposed words that end the spot-"Ivory is Mildest.Bar none."-could be considered Ivory's slogan.Which of the following is an important function of a slogan like this?
A) Providing unity and order to the ad
B) Motivating the viewer to buy the product
C) Increasing memorability of the key benefit of the brand
D) Entertaining or amusing the viewer

Question

Scenario 11-3
A 30-second TV spot for Ivory Soap begins with a strip of yellow litmus paper being lowered into a bottle of household cleaner. Music plays in the background. The words "You Probably Know This-Litmus Paper Measures Alkalinity" are superimposed on the bottom of the screen. The litmus paper is removed, and it has turned a dark blue-green color. "You Probably Know This-The Darker, The Harsher" is then superimposed. A series of cuts reveals litmus paper being lowered onto different bars of wet soap. In each case, the strip turns a dark color. The brand name of each bar of soap is superimposed underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper remains yellow. Three super impositions appear in succession: "Ivory," "Ivory is the mildest," and "Bar none." 
-(Scenario 11-3)The superimposed words that end the spot-"Ivory is Mildest.Bar none."-could be considered Ivory's slogan.Which of the following is an important function of a slogan like this? 
A) Providing unity and order to the ad 
B) Motivating the viewer to buy the product 
C) Increasing memorability of the key benefit of the brand 
D) Entertaining or amusing the viewer

Quizplus · Accepted Answer

The function of a slogan like "Ivory is Mildest. Bar none." is to increase the memorability of the key benefit of the brand, which in this case is its mildness compared to other bars of soap. It helps consumers remember why they should choose Ivory over other brands.

Scenario 11-3 a 30-Second TV Spot for Ivory Soap Begins with a with a Strip