Following on from our Blog on Skill competitions, Compers News Editor, Steve Middleton, is answering some of our members questions about Chestnut slogans.
What is a Chestnut slogan?
A Chestnut slogan is one that is repeatedly found in competition winners lists, sometimes with the most minor of variations or – quite often – with no changes at all from one win to the next.
“Experts perfect them, connoisseurs select them” is probably the best known of all Chestnut slogans.
Whilst a Chestnut slogan clearly cannot be original, when used in the right context it will arguably be apt, and if the judges have never seen it before then it will be original (at least to them!) too!
I am sure that there are a few people out there who deliberately enter every single competition with a Chestnut, but I do think that the vast majority of us try our best to be original. Although, this doesn’t preclude us from submitting the occasional conker!
When is a Chestnut not a Chestnut?
As mentioned previously, “Experts perfect them, connoisseurs select them” is a Chestnut slogan, but it might be tweaked “Sexperts perfect them…” for an Ann Summers comp perhaps?
Take another example “The prize excites me, the product delights me, hope you invite me”, but by mentioning the prize, product and promoter you might come up with “Blackpool excites me, mushy peas delight me, hope Harrods invite me” (or whatever).
By doing this, you are making the slogan apt – albeit with the minimum of effort! Some compers might disapprove, but you won’t give two hoots if you are the lucky winner!
Is copying a slogan plagiarism or is it considered acceptable?
It’s difficult to know where to draw the line! Chestnut slogans such as “Experts perfect them...” were original once and I can only hope that the original author of this classic received some handsome rewards before others jumped on the bandwagon! But for a slogan to be considered a Chestnut, it must win lots of competitions, which in reality means that a few people must be prepared to use the slogan when it’s arguably still at the ‘original’ stage.
A lot of compers feel strongly about using (or adapting) Chestnuts, but can they be sure their claims of ‘original’ will always stand up anyway? Many ‘original’ slogans turn out to be adaptations of earlier successes, or follow a similar style, template or idea. Some could inadvertently duplicate past winners without the writer even realising it. After all there’s no law against two people having the same idea.
Have you ever used a Chestnut when entering a competition?
Personally, I’m not averse to using the occasional Chestnut (and I admit I have won a prize or three using them in the past). But, I’ve had plenty of my own original slogans stolen or adapted by others over the years after all, so it’s simply a case of ‘swings and roundabouts’ so far as I’m concerned!
Some Classic Chestnut Slogans:
* Experts perfect it, connoisseurs select it
* From family lunch to gourmet dinner, 'Product' are always a winner
* First for value, second to none and made to last
* For flavour and style, it comes first by a mile
* Grandpa loved it, so did dad, now it's favourite with the lad
* Having discovered perfection, why risk random selection
* Heavenly bargains at down to earth prices
* I feel forty and naughty instead of fifty and thrifty
* I get a gastronomic thrill not an astronomic bill
* It makes life richer for the pourer
* It's in a glass of its own
* It's quality and flavour at a price to savour
* It's the pick of the crop at my favourite shop
* It's thirst come, thirst served
* It's wholesome, nutritious and tastes quite delicious
* Man's best blend
* North, South, East, West, 'Manufacturer/Product/Store' is the best
* Nothing added, nothing removed - nature's best can't be improved
* No waste, great taste, appetite teaser, pocket pleaser
