Advertising slogans are short phrases used to grab the attention of potential customers in order to persuade them to buy a particular product or service. Advertising slogans are often short and very memorable. They are used as part of an advertising campaign for a company. This form of advertising is the most effective means of advertising because it tends to draw attention to a specific aspect of the product and or service. In use within an entire advertising campaign, an advertising slogan can grab the attention of existing customers, and can also draw the attention of new customers. Advertising slogans also are put in use to connect a phrase to a particular company so that the company is remembered in the consumer's mind by that particular phrase, often one that plays up the best qualities of the company.

The qualities of an effective advertising slogan are: stating the main benefits of the product or service for the potential customer, implying a distinction between the competition, making a simple and direct statement, giving a credible impression of the product, and is hard to forget. A witty slogan usually makes it memorable for the consumer. The slogan should also somehow make the consumer feel good or feel the desire or need to have the product or service. In this way, the slogan emerges with a personality of its own. Two of the most memorable advertising slogans are Walt Disney World's "I'm going to Disney World!" and Apple's "Think Different".

Advertising slogans have the unique job of branding a business. Branding is the art of connecting a name with a specific business product or service. Once an effective advertising slogan is put in place, the "branding" will become more effective over time as the consumer eventually learns the link between that slogan and the effectiveness of the business.