TOP 10 of the most literary slogans in the French language

Paronomasis, chiasmus, oxymoron… Our French lessons are a long way off. 📚 Nevertheless, these could prove useful for your next session of brainstorming for the development of a claim. A good slogan should be punchy and catchy. And for that, what could be more effective than a literary and playful structure which remains in our memory? 

"Style is the garment of thought”Seneca affirmed. Indeed, the style exalts the expression of reflection. ✨ And the good news is that it is not just reserved for men and women of letters since some advertising slogans rival the most famous adages of our favorite authors. So communicating, the We Are COM team makes you revise the figures of speech in this TOP of the literary slogans of yesterday and today. 🤓

# 1 " Don't live to cleanse, but cleanse to live », Mr. Clean 🧞

The chiasmus, why? The chiasme opposes two ideas in a symmetrical and rhythmic way. Its mirror structure speaks volumes. Dada of religious texts, the chiasmus takes a form that easily lends itself to moral sayings. The logic of this turn sounds like a general truth. 

Mr. Propre achieves a magnificent chiasmus, while diverting the famous quote from Molière's Avar “we must eat to live, and not live to eat“. Still a little history? A third century poet, Diogenes Laërce, would attribute this theatrical expression to the famous Socrates. 

A famous chiasmus? The popular expression " White beanie and white beanie ».

Another for the road? « Intelligence needs space, space needs intelligence "According to Matra.

# 2 " 100% of the winners tried their luck », The French Games 💰

A tautology why? Tautology is nothing other than the scientific term used to speak of evidence. This rhetorical process is undoubtedly true, whatever its components. In Greek, “tautology” would translate to “say the same thing”.

La Française des Jeux (FDJ) surprises us with this remarkable slogan. Doesn't this assertion, which sounds like a general truth, make you want to try your luck?

A famous tautology? « Giving is giving and taking back is stealing ", French proverb.

Another for the road? « Only Pim's is fresh and mellow like a Pim's », Pim's.

# 3 " We leave with a bag under our arms, we return with suitcases in front of our eyes », Club Med 🏖

The syllepsis, why? The syllepsis is a figure of speech akin to a literary riddle, playing on the polysemy of words. The literal sense and the figurative sense come together, it's up to the reader to disentangle the message.

Club Med has applied this process to its old slogan. This construction generates a very particular interaction between a brand and a consumer. Whoever manages to solve the semantic conundrum enjoys a brief sense of pride, thereby anchoring the brand's pun in his memory.

A famous syllepsis? « Mirrors would do well to think before they send our image back to us ", Jean Cocteau.

Another for the road? « In Norway, the colder it is, the more we rub our hands », Neutrogena.

# 4 " Do it yourself but not alone ", Mr. Bricolage 🛠

The antithesis, why? The antithesis brings together two very contrasting thoughts. Its symmetrical structure makes it memorable and its quirky side prompts us to reflect.

Bravo to Mr. Bricolage for this superb antithetical slogan. Because tinkering is a hobby to be discovered in good company, this nod to amateurs has the benefit of being both fun and memorable.

A famous antithesis? « To be conquered without peril, we triumph without glory », Launches Pierre Corneille.

Another for the road? « Make the sky the most beautiful place on earth “Air France aspired.

# 5 " Melt with pleasure ", Taillefine 🤩

Hyperbole, why? Hyperbole is the figure of speech of exaggeration. The latter consists of putting forward an idea through an amplification process.

The famous brand of slimming products, Taillefine, did strong with this hyperbolic slogan. This expression takes on a playful form, prompting us to make the link unconsciously between the two main characteristics of the product. The message ? Taillefine combines good taste with well-being.

A famous hyperbole? « They were giant men on colossal horses »Describes Victor Hugo.

Another for the road? « A Ricard, or nothing! »Says… Ricard.

# 6 " Choose well, choose Goal ", Goal 🎯

Paronomasis, why? Paronomasis consists of bringing together terms with neighboring sounds, making it possible to bring musicality to the expression.

Rich idea that to integrate the brand name in a slogan in paronomasis. In this precise case of binary symmetry, "Goal" is assimilated to the adjective "good". Although it may seem trivial, believe that the brain mechanisms do remember.

Note that this paronomase is doubled by a anaphora : the repetition of a word or a sound at the beginning of a sentence to accentuate its meaning.

A famous paronomasis? « Who steals an egg, steals an ox La Fontaine reminds us.

Another for the road? « All fire, all woman »Signs Yves Saint Laurent.

# 7 " He's odious, but it's divine ", Gervais 😈

The oxymoron, why? This literary structure consists in juxtaposing two notions which are opposed by definition. The unprecedented contradiction generates a new and original look. The surprise effect is explosive.

Gervais therefore uses this strong figure of speech, giving his product a very particular style. Under this original identity, the message intended for our unconscious is clear: Gervais goes beyond all Manichean analysis. 

A famous oxymoron? « The superfluous, a very necessary thing »Notes Voltaire.

Another for the road? « The sweet violence of a man's perfume »Serious Guy Laroche.

#8 " Close to appetite suppressant », Twix (Raider) 🍫

The metaphor, why? The metaphor is a figure of change, from a concrete idea to an abstract idea. Great favorites of literary genres, this process makes it possible to create a comparison by analogical substitution.

Twix offers us here a catchy metaphor for the consumer, who will retain this formulation above all for its visual aspect. The basic idea? These two iconic chocolate bars will be enough to satisfy all your little cravings.

A famous metaphor? « My youth was only a dark storm », Baudelaire.

Another for the road? « Mammoth crushes the prices »Proclaims the old sign Mammoth.

# 9 " Lego develops the ego ", Lego 😎

Antanaclase, why? The antanaclase consists in making a parallel between two terms which have an identical sound or an identical spelling, but whose meaning differs.   

This twist is very popular with poetic utterances and sayings. The playful side of repetition which plays on the senses is a significant eye-catcher in advertising. Well done Lego, which was able to say very well that it would be able to support children towards more self-confidence.

A famous antanaclase? « I'm not throwing stone at you, Pierre »In Father Christmas is garbage.

Another for the road? « The scotch who prefers a messy workbench to an established order ”, Cutty Sark.

# 10 " We play, we score, we win », Sports Lottery ⚽️

The gradation why? Gradation is simply an increasing number of words. The components follow one another in order to intensify a basic idea. This deduction process is very alive, by its setting in motion, its progression.

The Loto Sportif slogan is a fine example of this active structure, which exudes a strong sense of immediacy. Without a link word, the gradation appears as a logical sequence and extremely easy to execute. The message ? Here is the express recipe for a sure victory.

A famous gradation? « I'm dying, I'm dead, I'm buried », Moliere.

Another for the road? “Watch, publish, share”, Dailymotion.

The We Are COM team hopes that this little reminder of your French lessons inspires you and will inspire your next slogans. To conclude this TOP with a touch of optimism: remember that " 100% of your customers have purchased your products »… We let you meditate on this. 😉

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