1. Advertising idea. It is said that advertising is aimed at a potential consumer everywhere, we know it so much that we do not even think about its form or nature. We can notice its presence while walking down the street, taking public transport or simply at home watching television, reading a newspaper or on the Internet. But what is it after all? How should we define it? “To me, advertising is truly one of the mysteries of American business. I can inventory my stock and calculate the cost of my factories. I can calculate my taxes, estimate my depreciation, determine my cost of sale, deduce my earnings per share. Yet sometimes I spend up to $18 million a year on advertising and have no idea what I'm actually getting for my money. »1.1. Definition of advertising and concept of advertising slogan. Generally speaking, advertising is considered an act of communication whose main purpose is to promote branded products and encourage people to consume more than they actually need. According to the dictionary, we can describe as: 1. » the act or practice of attracting the public's attention to its product, its service, its need, etc., in particular through paid advertisements in newspapers and magazines, on radio or television, on billboards, etc. : to attract more customers through advertising.2. paid advertisements; advertisements.3. the profession of planning, designing and writing advertisements. » Speaking of advertising, it is also worth mentioning what a slogan is in advertising, because for many people it is the slogan that creates a given advertisement. Considering the definition from the Oxford Advanced Learner's Dictionary: "A slogan is an easy-to-remember word or phrase, used for example by a political party or in advertising to attract people's attention or to quickly suggest an idea." And according to the dictionary, it is: 1. » a distinctive cry, phrase or motto of any party, group, manufacturer or person; keyword or slogan.2. a war cry or rally cry, as formerly used among the Scottish clans. » Making it clearer, according to Kochan, the word comes from the Gaelic: sluagh-ghairm [from army sluagh + cry gairm], which was first used in 1514. When discussing the notion of a slogan, we should mention its types:a) Without a brand name, for example "Just do it" b) A brand name works as an integral part e.