The generation of creative and memorable advertising slogans is a constant challenge for marketing professionals. "Advertising fatigue" makes it necessary to continuously find new ideas to capture the public's attention and communicate a brand's identity.

A new approach: re-contextualizing

A recent study proposes an innovative approach: using large language models (LLMs) to rework famous quotes. The idea is that well-known quotes, thanks to their brevity, rhetorical richness, and depth, can be a solid basis for creating original slogans.

How it works

The proposed framework decomposes the slogan generation process into several sub-tasks:

  • Quote matching: selection of quotes relevant to the brand.
  • Structural decomposition: analysis of the quote's structure.
  • Vocabulary replacement: replacement of keywords to adapt the quote to the brand context.
  • Remix generation: generation of new variations of the slogan.

Results

Automatic and human evaluations have shown that this approach leads to improvements in terms of diversity, novelty, emotional impact, and human preference compared to other LLM-based methods. This suggests that reworking famous quotes can be an effective strategy for generating successful advertising slogans.