Advertising slogans are claimed to be, and often prove to be, the most effective means of drawing attention to one or more aspects of a product. Typically they make claims about being the best quality, providing an important benefit or solution, or being most suitable for the potential customer.
At the start of World War I, when modern advertising was in its infancy, a famous poster called on young British men to heed the need expressed by one of Britain's foremost soldiers, Lord Kitchener, and volunteer to serve their country. The famous slogan "Your Country Needs You" was heard around the world. Still today America uses a variant of this slogan (Uncle Sam needs You, or The Army needs you).
Advertising slogans often play a large part in the interplay between rival companies. An effective slogan usually: