The Advertising Standards Authority of South Africa recently ruled on a case brought before them by Steven Haywood. He felt that in a promotional radio ad the City of Johannesburg misled people by making certain false claims relating to the city’s financial stability, its job creation and its environmental initiatives. The ruling, which was in Mr Haywood’s favour, was that the City of Johannesburg had two weeks to withdraw the advert.
Although Mr Haywood’s complaint was not based on the tagline of the ad, there’s been a lot of talk about the City of Johannesburg and its tagline “a world class African city”.
Whether or not Johannesburg is a world class African city is a story for another day however, I’d like to look at some taglines in existence in South Africa today and give more fitting alternatives.
The South African Police Service (SAPS) curently has “to serve and to protect” but given the number of innocent bystanders they shoot “to serve and to protect prices start at R100 plus shipping and handling” would probably be more apt. Here are a couple more.
|Company||Current tagline||What it should be|
|Vodacom||power to you||power t..please recharge your account to finish this sentence|
|Sofn’free||love your hair||love your hair just not in its natural state|
Please feel free to add your own interpretations of popular taglines in the comments section.