strapline: meaning, definition, pronunciation and examples
C1Formal, Business, Media, Marketing
Quick answer
What does “strapline” mean?
A short, memorable phrase or sentence used in advertising, branding, or media to summarize or promote an idea, product, or publication.
Audio
Pronunciation
Definition
Meaning and Definition
A short, memorable phrase or sentence used in advertising, branding, or media to summarize or promote an idea, product, or publication.
In journalism, a secondary headline or subheading that provides additional context or emphasis; in business, a recurring slogan or motto that encapsulates a company's mission or campaign theme.
Dialectal Variation
British vs American Usage
Differences
The word is far more common and established in British English across all contexts (advertising, journalism). In American English, 'tagline' is the dominant equivalent for advertising, and 'subhead' or 'dek' for journalism.
Connotations
In British English, it carries a professional, media-industry connotation. In American English, its use can sound slightly British or niche.
Frequency
High frequency in UK professional contexts (marketing, publishing). Low to medium frequency in US English, where it may be used consciously to sound more British or formal.
Grammar
How to Use “strapline” in a Sentence
strapline for [product/publication]strapline that [clause]strapline reading/saying...with the strapline '[phrase]'Vocabulary
Collocations
Usage
Meaning in Context
Business
Central to branding and marketing campaigns. E.g., 'We need a new strapline for the product launch.'
Academic
Rare, except in media or marketing studies when analyzing promotional language.
Everyday
Uncommon in casual conversation. Might be used when discussing adverts or newspaper articles.
Technical
Standard term in UK advertising, journalism, and publishing industries.
Watch out
Common Mistakes When Using “strapline”
- Confusing it with 'headline' (which is primary) or 'byline' (which names the author).
- Using it as a verb (e.g., 'to strapline an article' is non-standard).
FAQ
Frequently Asked Questions
A headline is the main, prominent title of an article or advertisement. A strapline is a secondary, supporting phrase, often a slogan or subheading.
No, 'strapline' is only a noun. You cannot 'strapline' something.
Yes, but it is less common than 'tagline' for advertising slogans. Americans in the publishing industry might use it for a subheading.
It is very important as it encapsulates the brand's message in a memorable way, aiding brand recognition and campaign cohesion.
A short, memorable phrase or sentence used in advertising, branding, or media to summarize or promote an idea, product, or publication.
Strapline is usually formal, business, media, marketing in register.
Strapline: in British English it is pronounced /ˈstræp.laɪn/, and in American English it is pronounced /ˈstræp.laɪn/. Tap the audio buttons above to hear it.
Phrases
Idioms & Phrases
- “none”
Learning
Memory Aids
Mnemonic
Imagine a strong, catchy PHRASE printed on a STRAP that hangs below a main poster headline – a STRAP-LINE.
Conceptual Metaphor
A PHRASE IS A SUPPORTING TOOL (like a strap that holds the main message in place).
Practice
Quiz
In which context is 'strapline' MOST likely to be used in British English?