What is the primary function of a slogan in advertising?

A slogan in advertising primarily serves to create a memorable brand association. This is crucial because a well-crafted slogan simplifies complex ideas and encapsulates the essence of a brand, making it easily recognizable and memorable for consumers. By encapsulating the brand’s identity or a key message into a few catchy words or phrases, slogans help develop a strong emotional or cognitive link between the consumer and the brand.

In contrast, a slogan is not intended to explain a product in detail or provide technical specifications; these purposes are generally served by product descriptions or user manuals. Similarly, while informing about product features can be a part of an advertisement, the primary role of a slogan is not to convey extensive information but rather to stick in the mind of the consumer and foster brand loyalty. The effectiveness of a slogan lies in its ability to be catchy and resonate emotionally with the target audience, making option B the correct answer.