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Wikipedia

Slogan

January 26, 2023

For other uses, see Slogan (disambiguation).

A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group. The Oxford Dictionary of English defines a slogan as "a short and striking or memorable phrase used in advertising."[1] A slogan usually has the attributes of being memorable, very concise and appealing to the audience.[2]

In 1995, FDA's assertion of authority to regulate tobacco drew heavy opposition from the tobacco community, which erupted into lawsuits and slogans urging "Keep FDA Off the Farm."

Etymology

The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic and Irish sluagh-ghairm (sluagh "army", "host" and gairm "cry").[3] Slogans vary from the written and the visual to the chanted and the vulgar. Their simple rhetorical nature usually leaves little room for detail, and a chanted slogan may serve more as social expression of unified purpose than as communication to an intended audience.

George E. Shankel's (1941, as cited in Denton Jr., 1980) research states that, "English-speaking people began using the term by 1704." The term at that time meant "the distinctive note, phrase or cry of any person or body of persons." Slogans were common throughout the European continent during the Middle Ages; they were used primarily as passwords to ensure proper recognition of individuals at night or in the confusion of battle.[4]

Likability

Crimmins' (2000, as cited in Dass, Kumar, Kohli, & Thomas, 2014) research suggests that brands are an extremely valuable corporate asset, and can constitute much of a business's total value. With this in mind, if we take into consideration Keller's (1993, as cited in Dass, Kumar, Kohli, & Thomas, 2014) research, which suggests that a brand is made up of three different components. These include, name, logo and slogan. Brands names and logos both can be changed by the way the receiver interprets them. Therefore, the slogan has a large job in portraying the brand (Dass, Kumar, Kohli, & Thomas, 2014).[5] Therefore, the slogan should create a sense of likability in order for the brand name to be likable and the slogan message very clear and concise.

Dass, Kumar, Kohli, & Thomas' (2014) research suggests that there are certain factors that make up the likability of a slogan. The clarity of the message the brand is trying to encode within the slogan. The slogan emphasizes the benefit of the product or service it is portraying. The creativity of a slogan is another factor that had a positive effect on the likability of a slogan. Lastly, leaving the brand name out of the slogan will have a positive effect on the likability of the brand itself.[5] Advertisers must keep into consideration these factors when creating a slogan for a brand, as it clearly shows a brand is a very valuable asset to a company, with the slogan being one of the three main components to a brands' image.

Usage

Main article: Slogan (heraldry)

The original usage refers to the usage as a clan motto among Gaelic armies. Marketing slogans are often called taglines in the United States or straplines in the United Kingdom. Europeans use the terms baselines, signatures, claims or pay-offs.[6] "Sloganeering" is a mostly derogatory term for activity which degrades discourse to the level of slogans.[7]

Slogans are used to convey a message about the product, service or cause that it is representing. It can have a musical tone to it or written as a song. Slogans are often used to capture the attention of the audience it is trying to reach. If the slogan is used for commercial purposes, often it is written to be memorable/catchy in order for a consumer to associate the slogan with the product it is representing.[8][9] A slogan is part of the production aspect that helps create an image for the product, service or cause it is representing. A slogan can be a few simple words used to form a phrase that can be used in a repetitive manner. In commercial advertising, corporations will use a slogan as part of promotional activity.[9] Slogans can become a global way of identifying a good or service, for example Nike's slogan 'Just Do It’ helped establish Nike as an identifiable brand worldwide.[10]

Slogans should catch the audience's attention and influence the consumer's thoughts on what to purchase.[11] The slogan is used by companies to affect the way consumers view their product compared to others. Slogans can also provide information about the product, service or cause it is advertising. The language used in the slogans is essential to the message it wants to convey. Current words used can trigger different emotions that consumers will associate that product with.[11] The use of good adjectives makes for an effective slogan; when adjectives are paired with describing nouns, they help bring the meaning of the message out through the words.[12] When a slogan is used for advertising purposes its goal is to sell the product or service to as many consumers through the message and information a slogan provides.[13] A slogan's message can include information about the quality of the product.[13] Examples of words that can be used to direct the consumer preference towards a current product and its qualities are: good, beautiful, real, better, great, perfect, best, and pure.[14] Slogans can influence that way consumers behave when choosing what product to buy.

Slogans offer information to consumers in an appealing and creative way. A slogan can be used for a powerful cause where the impact of the message is essential to the cause.[15][16] The slogan can be used to raise awareness about a current cause; one way is to do so is by showing the truth that the cause is supporting.[16] A slogan should be clear with a supporting message. Slogans, when combined with action, can provide an influential foundation for a cause to be seen by its intended audience.[17] Slogans, whether used for advertising purpose or social causes, deliver a message to the public that shapes the audiences' opinion towards the subject of the slogan.

"It is well known that the text a human hears or reads constitutes merely 7% of the received information. As a result, any slogan merely possesses a supportive task." (Rumšienė & Rumšas, 2014).[18] Looking at a slogan as a supportive role to a brand's image and portrayal is helpful to understand why advertisers need to be careful in how they construct their slogan, as it needs to mold with the other components of the brand image, being logo and name. For example, if a slogan was pushing towards "environmentally friendly," yet the logo and name seemed to show very little concern for the environment, it would be harder for the brand to integrate these components into a successful brand image, as they would not integrate together towards a common image.

In Protest

Slogans have been used widely in protests dating back hundreds of years, however increased rapidly following the advent of mass media, particularly with the creation the Gutenberg's printing press and later modern mass media in the early 20th century. Examples of slogans being used in the context of protest in antiquity include the Nika revolt, in which the cry "Nika!" (victory in Greek) was used as a rallying tool and nearly brought down the Byzantine Empire under Justinian I. The basis of slogans have been noted by many political figures and dictators have also noted its effectiveness, in Hitler's Mein Kampf he notes to tell and repeat the same talking points without any regard to if they have any philosophical or factual basis in reality, advising to state "big lies" in politics.[19][20]

The basis of this simple propaganda effect was used brutally by the Nazi and Soviet regimes as noted in their propaganda posters.[21][22][23] In contrast, slogans are often times used in liberal democracies as well as grassroot organisation, in a campaign setting. With the increasing speed and quantity of information in the modern age, slogans have become a mainstay of any campaign, often used by Unions while strike is called to make their demands immediately clear.

This has been noted by many scholars, as an example Noam Chomsky notes of the worrying fusion of media and reality in Manufacturing Consent Chomsky discusses this basis as well the potential dangers of this, particularly towards the context of corporations and producing advertisements that either seek to empower or exclude the viewer to encourage an in-group mentality with the goal of getting the viewer to consume. While Manufacturing Consent addresses the use of slogans in the context of national propaganda, Chomsky argues that national and capitalist propaganda are inherently linked and are not clearly exclusive to each other.[24] They are often used in disinformation campaigns, as quick immediate forms of propaganda suited well to modern forms of social media. Earlier writers such George Orwell notes the effective use of quick non-critical slogans to produce a servile population, written primarily in 1984 as a general critique of the manipulation of language.[25]

Politics and racism

Slogans are often used as a way to dehumanize groups of people. In the United States as anti-communist fever took hold in the 1950s, the phrase "Better dead than Red" became popular anti-communist slogan in the United States, especially during the McCarthy era.[26]

Death to America is an anti-American political slogan and chant. It is used in Iran.[27] Death to Arabs is an anti-Arab slogan which is used by some Israelis.[28]

References

  1. ^ Stevenson, A. (2010). Oxford Dictionary of English (Vol. III). Oxford University Press. doi:10.1093/acref/9780199571123.001.0001. ISBN 978-0199571123.
  2. ^ Lim, L.; Loi (2015). "Evaluating slogan translation from the readers' perspective: A case study of Macao". Babel. doi:10.1075/babel.61.2.07lim.
  3. ^ Merriam-Webster (2003), p. 1174. Irish
  4. ^ Denton, R. E. Jr. (1980). "The Rhetorical Function of Slogans: Classification and Characteristics". Communication Quarterly. 28 (2): 10–18. doi:10.1080/01463378009369362.
  5. ^ a b Dass, Mayukh; Kohli, Chiranjeev; Kumar, Piyush; Thomas, Sunil (2014-12-01). "A study of the antecedents of slogan liking". Journal of Business Research. 67 (12): 2504–2511. doi:10.1016/j.jbusres.2014.05.004.
  6. ^ Foster, Timothy R. V. "The Art and Science of the Advertising Slogan". adslogans.co.uk.
  7. ^ Daly, Kathleen (1993). "Class-Race-Gender: Sloganeering in Search of Meaning". Social Justice. 20 (1/2 (51-52)): 56–71. JSTOR 29766732 – via JSTOR.
  8. ^ Ke, Qunsheng; Wang, Weiwei (1 February 2013). "The Adjective Frequency in Advertising English Slogans". Theory and Practice in Language Studies. 3 (2). CiteSeerX 10.1.1.735.7047. doi:10.4304/tpls.3.2.275-284.
  9. ^ a b Ke. Wang 2013, p. 276.
  10. ^ "Lewis Silkin - Error 404". Lewis Silkin.
  11. ^ a b Ke. Wang 2013, p. 277.
  12. ^ Ke. Wang 2013, p. 278.
  13. ^ a b Ke. Wang 2013, p. 279.
  14. ^ Ke. Wang 2013, pp. 278–280.
  15. ^ Kohl F. David. (2011). Getting the Slogan Right. The Journal of Academic Librarianship, 37(3), 195–196
  16. ^ a b Kohl 2011, p. 195.
  17. ^ Colla, E. (2014). The People Want. Middle East Research and Information Project. Retrieved from www.merip.org/mer/mer263/people-want.
  18. ^ Rumšienė, G. R.; Rumšas (2014). "Shift of emphasis in advertisement slogan translation". Language in Different Contexts / Kalba Ir Kontekstai.
  19. ^ (PDF). Archived from the original (PDF) on 2021-12-02. Retrieved 2021-11-28.{{cite web}}: CS1 maint: archived copy as title (link)
  20. ^ Marjorie Van de Water (1938). "Propaganda". The Science News-Letter. 34 (15): 234–235. doi:10.2307/3914714. JSTOR 3914714 – via JSTOR.
  21. ^ Lasswell, Harold D. (1951). "The Strategy of Soviet Propaganda". Proceedings of the Academy of Political Science. 24 (2): 66–78. doi:10.2307/1173235. JSTOR 1173235 – via JSTOR.
  22. ^ https://www.arild-hauge.com/PDF/NS-ordliste.pdf[bare URL PDF]
  23. ^ Doob, Leonard W. (1950). "Goebbels' Principles of Propaganda". Public Opinion Quarterly. 14 (3): 419. doi:10.1086/266211. S2CID 145615085.
  24. ^ Zhang, Yonghong; Lee, Ching Kwan (July 15, 2019). "Manufacturing Consent: How Grassroots Government Assimilates Public Resistance". Urban Chinese Governance, Contention, and Social Control in the New Millennium: 6–38. doi:10.1163/9789004408616_003. ISBN 9789004408623. S2CID 203154512 – via brill.com.
  25. ^ "The functions of the narrative structure in Nineteen-eighty four: A look into the three-part novel and its relation to the author's warning message. Federal University of Technology – Paraná, By: Maior, Felipe Souto, 28 February 2014" (PDF).
  26. ^ Coiner, Constance (1998). Better Red: The Writing and Resistance of Tillie Olsen and Meridel Le Sueur (Illini Books ed.). Urbana: University of Illinois Press. p. 7. ISBN 978-0-252-06695-5. LCCN 97039933.
  27. ^ Arash Karami: Khomeini Orders Media to End ‘Death to America’ Chant 2016-03-04 at the Wayback Machine, Iran Pulse, October 13, 2013
  28. ^ Mackey, Robert. "Israel's New Leaders Won't Stop "Death to Arabs" Chants, but They Will Feel Bad About Them". The Intercept. Retrieved 4 April 2022.

Further reading

  • Nigel Rees (2011). Don't You Know There's a War On?: Words and Phrases from the World Wars. Batsford. ISBN 978-1906388997.

External links

 
Wikimedia Commons has media related to Slogans.
 
Look up slogan in Wiktionary, the free dictionary.
 
Wikiquote has quotations related to Slogan.
 
Look up slogan in Wiktionary, the free dictionary.
  • How to create a catchy slogan.?
  • Coronavirus Slogans

January 26, 2023
slogan, other, uses, disambiguation, this, usage, section, relies, excessively, references, primary, sources, please, improve, this, usage, section, adding, secondary, tertiary, sources, find, sources, news, newspapers, books, scholar, jstor, december, 2020, l. For other uses see Slogan disambiguation This usage section relies excessively on references to primary sources Please improve this usage section by adding secondary or tertiary sources Find sources Slogan news newspapers books scholar JSTOR December 2020 Learn how and when to remove this template message A slogan is a memorable motto or phrase used in a clan political commercial religious and other context as a repetitive expression of an idea or purpose with the goal of persuading members of the public or a more defined target group The Oxford Dictionary of English defines a slogan as a short and striking or memorable phrase used in advertising 1 A slogan usually has the attributes of being memorable very concise and appealing to the audience 2 In 1995 FDA s assertion of authority to regulate tobacco drew heavy opposition from the tobacco community which erupted into lawsuits and slogans urging Keep FDA Off the Farm Contents 1 Etymology 2 Likability 3 Usage 3 1 In Protest 4 Politics and racism 5 References 6 Further reading 7 External linksEtymology EditThe word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic and Irish sluagh ghairm sluagh army host and gairm cry 3 Slogans vary from the written and the visual to the chanted and the vulgar Their simple rhetorical nature usually leaves little room for detail and a chanted slogan may serve more as social expression of unified purpose than as communication to an intended audience George E Shankel s 1941 as cited in Denton Jr 1980 research states that English speaking people began using the term by 1704 The term at that time meant the distinctive note phrase or cry of any person or body of persons Slogans were common throughout the European continent during the Middle Ages they were used primarily as passwords to ensure proper recognition of individuals at night or in the confusion of battle 4 Likability EditCrimmins 2000 as cited in Dass Kumar Kohli amp Thomas 2014 research suggests that brands are an extremely valuable corporate asset and can constitute much of a business s total value With this in mind if we take into consideration Keller s 1993 as cited in Dass Kumar Kohli amp Thomas 2014 research which suggests that a brand is made up of three different components These include name logo and slogan Brands names and logos both can be changed by the way the receiver interprets them Therefore the slogan has a large job in portraying the brand Dass Kumar Kohli amp Thomas 2014 5 Therefore the slogan should create a sense of likability in order for the brand name to be likable and the slogan message very clear and concise Dass Kumar Kohli amp Thomas 2014 research suggests that there are certain factors that make up the likability of a slogan The clarity of the message the brand is trying to encode within the slogan The slogan emphasizes the benefit of the product or service it is portraying The creativity of a slogan is another factor that had a positive effect on the likability of a slogan Lastly leaving the brand name out of the slogan will have a positive effect on the likability of the brand itself 5 Advertisers must keep into consideration these factors when creating a slogan for a brand as it clearly shows a brand is a very valuable asset to a company with the slogan being one of the three main components to a brands image Usage EditMain article Slogan heraldry The original usage refers to the usage as a clan motto among Gaelic armies Marketing slogans are often called taglines in the United States or straplines in the United Kingdom Europeans use the terms baselines signatures claims or pay offs 6 Sloganeering is a mostly derogatory term for activity which degrades discourse to the level of slogans 7 Slogans are used to convey a message about the product service or cause that it is representing It can have a musical tone to it or written as a song Slogans are often used to capture the attention of the audience it is trying to reach If the slogan is used for commercial purposes often it is written to be memorable catchy in order for a consumer to associate the slogan with the product it is representing 8 9 A slogan is part of the production aspect that helps create an image for the product service or cause it is representing A slogan can be a few simple words used to form a phrase that can be used in a repetitive manner In commercial advertising corporations will use a slogan as part of promotional activity 9 Slogans can become a global way of identifying a good or service for example Nike s slogan Just Do It helped establish Nike as an identifiable brand worldwide 10 Slogans should catch the audience s attention and influence the consumer s thoughts on what to purchase 11 The slogan is used by companies to affect the way consumers view their product compared to others Slogans can also provide information about the product service or cause it is advertising The language used in the slogans is essential to the message it wants to convey Current words used can trigger different emotions that consumers will associate that product with 11 The use of good adjectives makes for an effective slogan when adjectives are paired with describing nouns they help bring the meaning of the message out through the words 12 When a slogan is used for advertising purposes its goal is to sell the product or service to as many consumers through the message and information a slogan provides 13 A slogan s message can include information about the quality of the product 13 Examples of words that can be used to direct the consumer preference towards a current product and its qualities are good beautiful real better great perfect best and pure 14 Slogans can influence that way consumers behave when choosing what product to buy Slogans offer information to consumers in an appealing and creative way A slogan can be used for a powerful cause where the impact of the message is essential to the cause 15 16 The slogan can be used to raise awareness about a current cause one way is to do so is by showing the truth that the cause is supporting 16 A slogan should be clear with a supporting message Slogans when combined with action can provide an influential foundation for a cause to be seen by its intended audience 17 Slogans whether used for advertising purpose or social causes deliver a message to the public that shapes the audiences opinion towards the subject of the slogan It is well known that the text a human hears or reads constitutes merely 7 of the received information As a result any slogan merely possesses a supportive task Rumsiene amp Rumsas 2014 18 Looking at a slogan as a supportive role to a brand s image and portrayal is helpful to understand why advertisers need to be careful in how they construct their slogan as it needs to mold with the other components of the brand image being logo and name For example if a slogan was pushing towards environmentally friendly yet the logo and name seemed to show very little concern for the environment it would be harder for the brand to integrate these components into a successful brand image as they would not integrate together towards a common image In Protest Edit Slogans have been used widely in protests dating back hundreds of years however increased rapidly following the advent of mass media particularly with the creation the Gutenberg s printing press and later modern mass media in the early 20th century Examples of slogans being used in the context of protest in antiquity include the Nika revolt in which the cry Nika victory in Greek was used as a rallying tool and nearly brought down the Byzantine Empire under Justinian I The basis of slogans have been noted by many political figures and dictators have also noted its effectiveness in Hitler s Mein Kampf he notes to tell and repeat the same talking points without any regard to if they have any philosophical or factual basis in reality advising to state big lies in politics 19 20 The basis of this simple propaganda effect was used brutally by the Nazi and Soviet regimes as noted in their propaganda posters 21 22 23 In contrast slogans are often times used in liberal democracies as well as grassroot organisation in a campaign setting With the increasing speed and quantity of information in the modern age slogans have become a mainstay of any campaign often used by Unions while strike is called to make their demands immediately clear This has been noted by many scholars as an example Noam Chomsky notes of the worrying fusion of media and reality in Manufacturing Consent Chomsky discusses this basis as well the potential dangers of this particularly towards the context of corporations and producing advertisements that either seek to empower or exclude the viewer to encourage an in group mentality with the goal of getting the viewer to consume While Manufacturing Consent addresses the use of slogans in the context of national propaganda Chomsky argues that national and capitalist propaganda are inherently linked and are not clearly exclusive to each other 24 They are often used in disinformation campaigns as quick immediate forms of propaganda suited well to modern forms of social media Earlier writers such George Orwell notes the effective use of quick non critical slogans to produce a servile population written primarily in 1984 as a general critique of the manipulation of language 25 Politics and racism EditSlogans are often used as a way to dehumanize groups of people In the United States as anti communist fever took hold in the 1950s the phrase Better dead than Red became popular anti communist slogan in the United States especially during the McCarthy era 26 Death to America is an anti American political slogan and chant It is used in Iran 27 Death to Arabs is an anti Arab slogan which is used by some Israelis 28 References Edit Stevenson A 2010 Oxford Dictionary of English Vol III Oxford University Press doi 10 1093 acref 9780199571123 001 0001 ISBN 978 0199571123 Lim L Loi 2015 Evaluating slogan translation from the readers perspective A case study of Macao Babel doi 10 1075 babel 61 2 07lim Merriam Webster 2003 p 1174 Irish Denton R E Jr 1980 The Rhetorical Function of Slogans Classification and Characteristics Communication Quarterly 28 2 10 18 doi 10 1080 01463378009369362 a b Dass Mayukh Kohli Chiranjeev Kumar Piyush Thomas Sunil 2014 12 01 A study of the antecedents of slogan liking Journal of Business Research 67 12 2504 2511 doi 10 1016 j jbusres 2014 05 004 Foster Timothy R V The Art and Science of the Advertising Slogan adslogans co uk Daly Kathleen 1993 Class Race Gender Sloganeering in Search of Meaning Social Justice 20 1 2 51 52 56 71 JSTOR 29766732 via JSTOR Ke Qunsheng Wang Weiwei 1 February 2013 The Adjective Frequency in Advertising English Slogans Theory and Practice in Language Studies 3 2 CiteSeerX 10 1 1 735 7047 doi 10 4304 tpls 3 2 275 284 a b Ke Wang 2013 p 276 Lewis Silkin Error 404 Lewis Silkin a b Ke Wang 2013 p 277 Ke Wang 2013 p 278 a b Ke Wang 2013 p 279 Ke Wang 2013 pp 278 280 Kohl F David 2011 Getting the Slogan Right The Journal of Academic Librarianship 37 3 195 196 a b Kohl 2011 p 195 Colla E 2014 The People Want Middle East Research and Information Project Retrieved from www merip org mer mer263 people want Rumsiene G R Rumsas 2014 Shift of emphasis in advertisement slogan translation Language in Different Contexts Kalba Ir Kontekstai Archived copy PDF Archived from the original PDF on 2021 12 02 Retrieved 2021 11 28 a href Template Cite web html title Template Cite web cite web a CS1 maint archived copy as title link Marjorie Van de Water 1938 Propaganda The Science News Letter 34 15 234 235 doi 10 2307 3914714 JSTOR 3914714 via JSTOR Lasswell Harold D 1951 The Strategy of Soviet Propaganda Proceedings of the Academy of Political Science 24 2 66 78 doi 10 2307 1173235 JSTOR 1173235 via JSTOR https www arild hauge com PDF NS ordliste pdf bare URL PDF Doob Leonard W 1950 Goebbels Principles of Propaganda Public Opinion Quarterly 14 3 419 doi 10 1086 266211 S2CID 145615085 Zhang Yonghong Lee Ching Kwan July 15 2019 Manufacturing Consent How Grassroots Government Assimilates Public Resistance Urban Chinese Governance Contention and Social Control in the New Millennium 6 38 doi 10 1163 9789004408616 003 ISBN 9789004408623 S2CID 203154512 via brill com The functions of the narrative structure in Nineteen eighty four A look into the three part novel and its relation to the author s warning message Federal University of Technology Parana By Maior Felipe Souto 28 February 2014 PDF Coiner Constance 1998 Better Red The Writing and Resistance of Tillie Olsen and Meridel Le Sueur Illini Books ed Urbana University of Illinois Press p 7 ISBN 978 0 252 06695 5 LCCN 97039933 Arash Karami Khomeini Orders Media to End Death to America Chant Archived 2016 03 04 at the Wayback Machine Iran Pulse October 13 2013 Mackey Robert Israel s New Leaders Won t Stop Death to Arabs Chants but They Will Feel Bad About Them The Intercept Retrieved 4 April 2022 Further reading EditNigel Rees 2011 Don t You Know There s a War On Words and Phrases from the World Wars Batsford ISBN 978 1906388997 External links Edit Wikimedia Commons has media related to Slogans Look up slogan in Wiktionary the free dictionary Wikiquote has quotations related to Slogan Look up slogan in Wiktionary the free dictionary How to create a catchy slogan Coronavirus Slogans Retrieved from https en wikipedia org w index php title Slogan amp oldid 1130465165, wikipedia, wiki, book, books, library,

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