How to analyze the slogan "Everything is under control" of "Ericsson" mobile phone advertisement?

The slogan of "Ericsson" mobile phone: "Everything is under control"

Ericsson's advertising slogan is mainly aimed at its successful target consumers, so it shows a domineering attitude. At the same time, there are corporate ideas and product features. Although the words are simple, people always feel that there is a kind of spiritual power surging in them, which is consistent with the inherent characteristics of the target consumers-"self-confidence, decisiveness and firmness".

The advertising slogan has a pun meaning. The word "master" not only shows the posture of holding the phone, but also has a deeper meaning than the literal meaning. The vitality of slogans has gone far beyond its literal meaning, but has risen to the spiritual level. This advertising word has always been the theme of advertising, which has been well expressed in various advertisements, and the image of products and enterprises has also been well constructed through this advertising word.