Quote:
Originally Posted by vangogh
Marcom I don't think your example would really be stripping down the message. It's removing words, but it alters the meaning significantly. You couldn't have changed "Unlike any coffee you've ever had before" to "coffee" to strip it down. You might change "The relentless pursuit of perfection" to something more like "chasing perfection. Maybe not the best example, but the message is still there.
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I believe it is an example of stripping the message down. Think of what the slogan implies: that Lexus is on a continual quest to improve upon everything. They're perpetually dissatisfied. So one way of stripping it down would be to say: "We're dissatisfied."
But that could mean a general dissatisfaction; it doesn't capture the intent of the slogan. Another alternative could be: "Striving." As in, Lexus is always striving to create better products.
"Striving" implies efforts against a difficult task. Lexus wouldn't want to give the impression that it's hard for them to approach perfection. Hence "Striving" is out.
We're left with "chasing perfection" (your example), "pursuing perfection," and "the pursuit of perfection." I think the last one is the best. Like any good slogan, it's already pretty well stripped down. Can't really strip it any further. My question about reducing it to "perfection" was just to see if people thought that would make it better/worse.
Someone added "relentless" to "the pursuit of perfection" and gave the slogan its final form. I was just wondering what it would be like if that word was removed.