The word "slogan" derives its origin to the Celtic language. The closest meaning - "the battle cry". At the beginning of XX century was enough to call his company and its proposal. However, increasing amounts of information, everyday and every second businessmen brought the solution to the need to find concise, catchy and emotionally rich language. Historically, advertising began with the most common ads. To this day, the text calls (in modern language - the slogan) remains the most affordable way to communicate with consumers. As practice shows, nothing better capacious and effective manner in the advertising slogan has not yet been invented. In the small and medium sized businesses, where there is no funding of expensive commercials, a good slogan - chief creative tool. Writing slogans do everything - heads, managers, ordinary employees and hired copywriters. The strongest proposals fairly easily reduced to a simple expression. Advertising is based on two principles - the metaphors and simplifications. Any advertising - a capacious and comparison of some curved reality. There are lots of videos and posters, which date from this principle, replacing the essence of "hip" image. But if you are working on a slogan, then from them can not escape. The correct way to mount a slogan begins with the fact if you imagine that you are limited to one sentence on a white background. Basic requirements to the slogan can be derived from the common logic: simple, memorable and unique. But three other criteria do not lie on the surface, which do not always apply simultaneously: the slogan should be practical, competitive, and, where possible, compatible with other elements of the campaign. Practicality means that the slogan should help consumers to distinguish goods or services from others. Competitiveness means that slogan - is not just a beautiful phrase, and a weighty argument. It stresses the competitive advantages, emotional pluses or radically different from the others. Compatibility with other elements of the promotion of the brand, such as script roller, especially packaging, enhances effective force slogan. Exalted abstraction in slogans, where communication with the product, the idea of business prominently displayed only for the owner. And inappropriate pathos - by the way, big trouble many "creators". "New standards of quality" and other "absolute perfection" is likely to soon be forgotten. Spectacular offer something distinctively original. Formulate proposals, introducing a competitive advantage in the slogan, or invent such.