As with most commercials, I don’t recall the content of the Silk commercial, other than the tagline. I’m sure I’m more susceptible to this kind of selective memory and perception than most, given what I do. In this case, As is often the case, with me at least, the rest of the content, aside from the tagline, is secondary, even inconsequential.
So, let’s talk about this tagline.
Silk Tastes Like Better
They could have just said Tastes Better. This would put them in the ranks of hundreds? Thousands? of other brands of food products. And it would have rendered the tagline impotent, meaningless and invisible.
But, in the simple act of transforming the adjective “better” into a noun, the tagline provides that little bump, that nanosecond of pause and replay in the brain that forces just the slightest engagement, the slightest bit of processing. And this, in turn, renders the tagline meaningful, visible, effective.